Surveillance Pricing
When Algorithms Decide What You Pay Imagine two shoppers browsing the same online store at the same moment for the identical product. One sees a price of $49.99; the other is charged $64.99. No coupon, no membership difference, no supply shortage—just data. This is surveillance pricing : the practice of using personal data and artificial intelligence to set individualized prices based on what an algorithm predicts each consumer is willing to pay. Unlike traditional dynamic pricing , which responds to market-wide factors such as inventory levels, demand spikes, or time of day (think Uber surge pricing during a concert or airline tickets rising as seats fill), surveillance pricing targets the individual. It draws on location, demographics, browsing history, shopping patterns, device type, mouse movements, abandoned carts, inferred income, battery life, and more to estimate a person’s “ reservation price ”—the maximum they will accept before walking away. Origins The roots of personalized...