Personalized pricing presents different prices using customer information or predictions. Without knowing which signals were used and why, customers cannot readily assess the difference.
Turn on a signal in the fictional demo: two shoppers see different prices for the same item and a warning appears. It illustrates a data path, not a real company's conduct.
The FTC's 2025 inquiry examined the range of personal data that could inform individualized prices. Review privacy, discrimination and trust before any real use.
When to use
When considering personalized prices, document inputs and rationale and seek legal and policy review.