Instacart is charging different prices to different customers in a dangerous AI experiment, report says

Los Angeles Times - TechThursday, December 11, 2025 at 11:00:00 AM
NegativeTechnology
Instacart is charging different prices to different customers in a dangerous AI experiment, report says
  • A recent study has revealed that Instacart is charging different prices for the same grocery items, with some customers paying up to 23% more. This pricing strategy is part of an AI experiment that the company has implemented, raising concerns about fairness and transparency in its pricing model.
  • This development is significant for Instacart as it could undermine consumer trust and damage the company's reputation in a competitive market. The perception of unfair pricing practices may lead to customer dissatisfaction and a potential decline in user engagement.
  • The situation highlights ongoing debates about pricing transparency in the gig economy and the ethical implications of using AI for dynamic pricing. Additionally, Instacart's recent legal challenges regarding minimum pay and tipping laws further complicate its operational landscape, suggesting a broader struggle within the gig economy to balance profitability with fair treatment of workers and consumers.
— via World Pulse Now AI Editorial System

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Why Instacart Backtracked on an AI-Pricing Experiment
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Instacart recently faced backlash after conducting an AI pricing experiment that charged different customers varying prices for the same grocery items, with some paying up to 23% more. This controversial strategy drew attention from consumers and lawmakers alike, leading to significant scrutiny over the company's pricing practices.

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