
Data-driven pricing faces legislative heat as California weighs ban on surveillance pricing
California lawmakers are debating Assembly Bill 2564 to ban surveillance pricing—where prices are set using personal data and AI—amid a JetBlue lawsuit and FTC enforcement signals. The bill would prohibit retailers from using personal data to price goods, a move applauded as protecting fairness and privacy but criticized for potentially reducing discounts or lowering price competition. The debate mirrors actions in New Jersey and New York, while Colorado’s governor vetoed a broader similar bill. Studies on personalized pricing show mixed effects: it can increase seller profits while occasionally delivering lower prices to some buyers, and a lack of price transparency can leave consumers guessing.




