GoKawiilRetailers use AI algorithms to set personalized prices for online shoppers
A new book and recent reports describe how companies are using vast troves of consumer data combined with AI to calculate individualized prices for online shoppers, rather than setting prices based on product cost or general market value. The pricing can vary from person to person depending on data profiles rather than the item itself.
GoKawiil's interpretation of the reporting above, not reported fact.
If algorithms set prices based on what a specific shopper is likely to pay rather than product value, consumers could face hidden price discrimination that's difficult to detect or compare. This raises concerns investigators and consumer advocates may pursue about transparency, fairness, and whether existing pricing and privacy regulations are adequate to address AI-driven personalized pricing.
- Companies are combining consumer data with AI to set individualized online prices.
- Pricing decisions are reportedly based on what a shopper will pay, not product cost or quality.
- The trend raises fairness and transparency concerns highlighted in recent reports and a new investigative book.
Source: fastcompany.com, 2026-09-29
Published there as: “That price you’re seeing online may have been picked specifically for you”
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