38 Surveillance Pricing: How Companies Use Your Data to Set Your Price (Dynamic Pricing, AI, Privacy & Consumer Protection)

Surveillance pricing is no longer a futuristic fear — it’s coming, and it could change how every one of us shops. In this episode of Not Just Money, Doretta and Li break down what surveillance pricing actually is, how it differs from dynamic pricing, why Toronto’s mayor wants to ban it for groceries, and how AI-driven algorithms can quietly determine your personal price based on your online behaviour. They explore: The difference between dynamic pricing and surveillance (personalized) pricing How companies use your browsing history, device, location, shopping habits, and third‑party data to predict your “maximum willingness to pay” Why surveillance pricing is considered algorithmic price discrimination at scale The role of AI in accelerating individualized pricing What regulators in Canada are watching — Competition Bureau, privacy law, consumer protection Why privacy is now a money issue, not just a civil rights issue How loyalty programs, cookies, and tracking shape the prices you see Practical steps to protect yourself when shopping online This episode is essential listening for anyone who shops online, uses loyalty programs, or wants to understand how AI and data surveillance are reshaping everyday prices. Link: https://competition-bureau.canada.ca/en/how-we-foster-competition/education-and-outreach/publications/algorithmic-pricing-and-competition-discussion-paper