As retailers harness more data-driven tools, concerns have emerged surrounding so-called “surveillance pricing”, in which algorithms adjust prices based on personal data or inferred consumer behaviour.
While retailers argue that dynamic pricing allows greater efficiency and tailored promotions, critics warn it risks creating invisible inequalities—where two shoppers may unknowingly pay different prices for the same item.
Consumer rights groups are now calling for clearer regulation, insisting that transparency must accompany technological innovation. As AI capability grows, retailers face increasing pressure to balance commercial interests with public trust.