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Patrick Dodd, Professional Teaching Fellow, Business School, University of Auckland, Waipapa Taumata Rau

AI is helping businesses learn what customers will pay – and workers will accept

United States Consumer NZ Uber
Parradee Kietsirikul/Getty Images

US regulators are grappling with a controversial new frontier in online shopping: companies using our personal data to work out how much each of us is willing to pay.

The Federal Trade Commission is currently consulting on an enforcement policy for “personalised pricing”, amid concern increasingly sophisticated algorithms could allow businesses to tailor prices and discounts to individual customers.

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