Big tech companies have spent vast sums of money honing algorithms that gather their users' data and scour it for patterns. One result has been a boom in precision-targeted online advertisements. Another is a practice some experts call "algorithmic personalized pricing," which uses artificial intelligence to tailor prices to individual consumers. The Federal Trade Commission uses a more Orwellian term for this: "surveillance pricing." In July the FTC sent information-seeking orders to eight companies that "have publicly touted their use of AI and machine learning to engage in data-driven targeting," says the agency's chief technologist Stephanie Nguyen. Consumer surveillance extends beyond online shopping. "Companies are investing in infrastructure to monitor customers in real time in brick-and-mortar stores," [Nguyen] says. Some price tags, for example, have become digitized, designed to be updated automatically in response to factors such as expiration dates and customer demand. Retail giant Walmart"which is not being probed by the FTC"says its new digital price tags can be remotely updated within minutes. When personalized pricing is applied to home mortgages, lower-income people tend to pay more"and algorithms can sometimes make things even worse by hiking up interest rates based on an inadvertently discriminatory automated estimate of a borrower's risk rating.