AI Pricing Algorithm

Federal regulators and lawmakers are moving aggressively against surveillance pricing—the practice of using consumer data to set individualized prices for identical products or services. In April 2026, FTC leadership told Congress that staff work on the issue continues, with the agency considering whether new disclosure requirements should apply to highly personalized, data-driven pricing. That same month, the House Oversight Committee launched a formal investigation, sending letters to major travel and platform companies demanding documentation on revenue management algorithms, consumer data practices, and testing protocols.