'Surveillance pricing': Why you might be paying more than your neighbour

'Surveillance pricing': Why you might be paying more than your neighbour You go into a store to buy a two-litre bottle of milk at your local supermarket and pay $3. But the person before you in the queue paid $3.50. And the person after you paid $2. What if those prices were based on your personal data or circumstances, or even the battery power on your phone? This may sound like science fiction, but it's not as far-fetched as you might think. In July, US group Delta Air Lines revealed that approximately 3 percent of its domestic fare pricing is determined using artificial intelligence (AI) - although it has not elaborated on how this happens. The company said it aims to increase this figure to 20 percent by the end of this year.