Companies are using personal data to set individualized prices for customers, a ploy known as surveillance pricing.

One online grocery shopper got charged $3.99 for a box of Wheat Thins, while another — buying from the same store at the same time — got charged $4.89. A consumer watchdog detected this price discrepancy during an investigation last September in Seattle. The grocery app Instacart used an artificial intelligence-powered algorithm that charged customers differently for each item by as much as…

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