I absolutely think that having machines optimising is the future.

However, even if machines optimise on the dynamic prices, there is still variability in price, which for most customers is unwelcome. Some of this is known, for example, the fact that prices will be higher in winter than summer. Other elements are uncertain. I think suppliers will have to come up with ways of minimising this variability for customers — the challenge is to do it in ways that feel natural to customers.