A growing federal investigation is looking into surveillance pricing.
ST. LOUIS — Most people don’t realize how much of their personal information is collected when they shop online, or even in stores. And now, with artificial intelligence, that data may be used against them in a practice called “surveillance pricing.”
A growing federal investigation is exposing this high-tech strategy where certain companies use your personal data to decide how much you pay.
5 On Your Side spoke with people at a Brentwood shopping center to see how they feel about it.
“I just heard of it just now,” said Jesse Gray. “… It’s kind of crazy. It feels like an invasion of privacy.”
“Well, it kind of makes me think a bit of Big Brother,” said Terri Shay, another shopper.
But it’s happening online. It’s a controversial practice where AI and personal data, like browsing habits, location, even gender, determine how much you pay.
“So there’s really a risk …