Google’s recent introduction of AI-driven “agentic commerce” tools aims to enhance online shopping by allowing real-time product promotion and pricing adjustments via conversational interfaces. Central to this initiative is the Universal Commerce Protocol (UCP), designed to connect AI with retailers for dynamic pricing based on live inventory and customer loyalty data. Critics, however, express concerns about potential “surveillance pricing,” wherein personalized offers leverage consumer data, making pricing practices opaque and unfair. The issue is exacerbated by new legislation in states like New York that restricts pricing based on personal data. Several states are advancing measures to regulate such practices, reflecting a growing demand for consumer protection. With businesses also facing scrutiny over algorithmic pricing concerns, the debate continues on finding a balance between innovation and transparency. As AI shapes the retail landscape, it poses significant implications for pricing ethics and consumer rights.
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