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In defense of ‘surveillance pricing’: Why personalized prices could be an unexpected force for equity

By Aradhna Krishna, Dwight F. Benton Professor of Marketing, University of Michigan

Surveillance pricing has dominated headlines recently. Delta Air Lines’ announcement that it will use artificial intelligence to set individualized ticket prices has led to widespread concerns about companies using personal data to charge different prices for identical products. As The New York Times reported, this practice involves companies tracking everything from…

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