Builders must balance algorithmic pricing benefits with risks of unfair or unexpected price disparities, requiring explicit guardrails to maintain consumer trust and comply with emerging regulations.
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FPF exposes risks of real-time data-driven pricing
The Future of Privacy Forum's 2026 report reveals that retailers increasingly use personal data and sophisticated algorithms to tailor prices in real-time. While this can optimize offers, it also risks creating unfair or unexpected price disparities that attract scrutiny from lawmakers and civil society.