Artificial intelligence (AI) algorithms are driving a new way of setting prices for goods and services that leave little room for consumer privacy or price predictability. Instead of standard pricing or simple loyalty discounts, companies are turning to algorithms that calculate prices based on a customer’s behavioral patterns.
The practice, known as algorithmic pricing, or dynamic pricing, uses a customer’s digital “footprint” to determine what they are willing to pay for a specific product or service. A customer could pay a different price for the same good or service because the algorithm takes into account engagement and subscription data, geographic location, time of day, and purchase history.
The use of algorithms to dictate subscription renewals has already taken off. News organizations are using AI-driven paywalls to dynamically adjust subscription renewals based on how much and how often a customer reads their content.
As a result, loyal readers who continue to subscribe to the same publication can be charged different amounts for the same service.
According to Consumer Reports, the same problem occurs with rideshare services. A customer who books the same ride at the same time can be charged different amounts on different occasions. While the companies deny using customer data to raise prices, they admit to using data to offer discounts and promotions to loyal customers.
Other industries, including airlines and grocery delivery services, are joining in on the practice.
Using customer data to dictate prices is designed to extract maximum value from each customer by calculating how much an individual is willing to pay for a specific good or service. Rather than offering a standard price for all customers, businesses are using data analytics to dictate individual pricing.
While companies defend dynamic pricing as a way to offer more value to customers, privacy advocates and consumer watchdog groups are criticizing the practice as unfair and misleading. The use of algorithms to dictate subscription renewals or prices has prompted lawmakers in New York and California to act.
New York’s 2025 Algorithmic Pricing Disclosure Act requires companies to disclose when an algorithm is being used to set prices. At the same time, California has banned the sharing of common algorithms for similar products and services among competitors.
Meanwhile, a federal bill, Stop AI Price Gouging and Wage Fixing Act, is being considered to stop businesses from using personal data to dictate prices or wages. As AI continues to transform the business landscape, algorithmic pricing will become more pervasive. Experts believe that transparency and consumer privacy will become increasingly important issues as more companies adopt AI-driven pricing models.
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