That price you’re seeing online may have been picked specifically for you

Companies increasingly have access to enormous amounts of consumer data, and AI is making it easier to determine exactly how much individual shoppers may be willing to pay.

[Source photos: Adobe Stock]

Consumers are seriously worried about online pricing, and not just because prices seem to be rising all around. It’s because, according to recent reports and an investigative new book, algorithms are now setting prices. And they aren’t doing it based on product quality or market value, but on individuals.

The practice of charging different customers different prices might be tough to wrap your head around. But author Lindsay Owens, president and CEO of the........

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