Artificial intelligence could soon allow powerful companies to charge each customer a different price for the same product, based on what they think each individual is willing to pay. That is the warning from new research co-authored by competition law academic Dr. Miroslava Marinova at the University of East London, which argues that the real risk is not simply higher prices, but hidden, personalized pricing that consumers cannot see or understand. The paper is published in the Journal of Competition Law & Economics.
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