Surveillance pricing is the growing practice of firms (with access to customer data) that use artificial intelligence (AI) powered tools to change prices rapidly based on customer characteristics. This allows companies to charge different customers different prices, potentially exploiting a data trail of personal information to charge people higher prices. The Federal Trade Commission (FTC) is investigating this questionable practice and has served eight companies with a mandatory request for information.
The FTC Launches a Probe
The FTC on Tuesday announced that it launched a probe of companies that offer “surveillance pricing” tools that use AI and other technology to analyze consumer data with the intent of helping set price targets for products and services. The list includes the following publicly traded companies: Mastercard (MA), JPMorgan Chase (JPM), McKinsey & Co. (CMG), Accenture (ACN), and Pros Holdings Inc. (PRO). It is also targeting private entities Bloomreach and Task Software.
The FTC’s investigation is part of a broader effort to grapple with the growing business of commercial surveillance and to ensure that consumer protection laws rise to meet the 2024 realities of the digital economy. In recent years, digitization’s rapid growth has steamrolled the regulatory framework designed to protect consumers and ensure ethical market practices. As a result, AI surveillance is now something that may need to be surveilled itself.
The Ethical Debate
The ethical implications of surveillance pricing are complicated, to say the least. On the one hand, they raise concerns about privacy invasion and unfair discrimination. Companies may use personal data to charge higher prices to certain customers, leading to a two-tiered pricing system. On the other hand, surveillance pricing can also be seen as a form of dynamic pricing, enabling companies to offer personalized discounts and promotions.
The FTC’s investigation aims to understand how surveillance pricing works and investigate potential impacts on privacy as it relates to consumer protection. Some critics of the practice argue that surveillance pricing constitutes an invasion of privacy, as companies collect and use personal data to set prices. This raises questions about the ethical use of consumer data and the need for transparency and consumer consent.
Surveillance pricing also raises concerns about potential discrimination. If companies use personal data to charge different prices to different customers, it could lead to unfair pricing practices. This is complicated by the fact that nationwide businesses have always been permitted to have regional pricing models. Therefore, surveillance pricing could disproportionately affect vulnerable groups, such as low-income individuals or minorities.
Key Takeaway – Ensuring Fair Market Practices Are Upheld
Surveillance pricing raises ethical concerns about privacy invasion and potential discrimination. This is a large part of the reason why the FTC aims to investigate and shed light on the impact of surveillance pricing on consumer privacy and protection. The ethical implications of surveillance pricing are now in the spotlight, and the desire for regulatory oversight and transparency is high. This week’s FTC investigation is a step that needs to be taken to ensure that consumer data is used ethically and that fair market practices are upheld.
