Abstract: A “Smart Grid Pricer” enables automated balancing of the supply and demand of energy supply and consumption, such as the generation and consumption of electricity between electricity providers and electricity consumers. The Smart Grid Pricer automatically computes and delivers real-time energy pricing information to consumers on behalf of energy retailers (e.g., electricity utilities) to help drive the balance of demand with supply. In various embodiments, real-time pricing is determined by using various probabilistic models to estimate overall consumer demand as a function of factors such as energy price, time of day, region, weather, etc. to compute a price that will result in an energy demand that is closely balanced to the available supply. On the consumer side, various components of the Smart Grid Pricer automatically respond to such pricing information to optimize energy consumption in accordance with a variety of automated and/or user defined rules and preferences.