Bill Haase warns AI pricing may be raising online costs

By AI, Created 5:12 PM UTC, May 18, 2026, /AGP/ – Financial author Bill Haase says AI-driven “surveillance pricing” could be quietly changing what consumers pay online, with lawmakers now weighing restrictions. He argues the practice may help explain some of today’s higher prices and urges shoppers to take steps to limit tracking.

Why it matters: - Surveillance pricing could mean two shoppers pay different prices for the same item based on data about their behavior, location or device. - The practice raises fairness and privacy concerns as consumer prices stay elevated. - The issue is drawing attention from lawmakers in New Jersey and at the federal level.

What happened: - Financial author Bill Haase said AI-driven pricing is already shaping online shopping costs. - Haase said companies use algorithms, AI and consumer data to estimate how much individual shoppers will pay. - Haase said pricing can vary based on browsing habits, loyalty memberships, spending history, location or the device used to shop. - Haase said airlines, retailers, rideshare apps and delivery services are increasingly using personalized pricing powered by real-time data analysis. - Haase said price differences can range from 2% to 20%.

The details: - Haase said surveillance pricing tracks spending habits and whether shoppers usually buy higher-end or lower-end products. - Haase said algorithms can begin predicting willingness to pay before a shopper realizes it. - In New Jersey, proposed legislation would ban supermarkets from using algorithms and personal data to charge different prices to different shoppers for the same products. - A federal bill called the One Fair Pricing Act is also being proposed. - Haase recommends changing VPN locations, browsing in incognito mode, clearing cookies and cache files, and comparing prices across multiple devices. - Haase said none of those steps is guaranteed to fully block algorithmic pricing systems. - Haase linked the issue to broader consumer pressure, saying people are being conditioned to chase status symbols they cannot afford. - Haase said consumers may be draining themselves financially to maintain an image. - Haase pointed to reports that Fortune 500 companies generated a record $1.89 trillion in profits last year. - Haase said that raises the possibility of price gouging if companies are still posting record profits while saying costs are rising. - Haase said higher profits could also result if some consumers are quietly charged more than others. - The topic is explored in Haase’s book, Our Mindset on Money: It’s Easy to Control, So Why Don’t We?, which looks at financial habits, consumer behavior and money mindset. - Haase said, “What you’re not aware of controls you. What you’re aware of, you control.” - More information is available at learn more.

Between the lines: - The pricing debate blends consumer protection, data privacy and inflation concerns. - The more personal data companies use, the harder it may be for shoppers to know whether they are getting a fair price. - Lawmakers moving on the issue suggests pricing algorithms could face new limits if public concern grows.

What’s next: - Haase is scheduled to appear at Avalon Hollywood for the National Social Media Association Awards on June 7 in Los Angeles. - Haase has speaking engagements in New Zealand from June 15–22. - Haase will also work with military groups in Oahu, Hawaii, from June 23–28. - Haase said he is available for interviews.