ROCHESTER, N.Y. — Senator Kirsten Gillibrand has introduced legislation to outlaw companies from being able to use personal data from customers to set individualized prices with the “One Fair Price Act.”
Legislation comes as New York leads the first state-level push to expose data-driven price gouging on customers. This is enhanced by the use of artificial intelligence (AI) tools to assist in making personal algorithms for consumers. The “One Fair Price Act” would ban companies from charging different prices to different customers for the same product at the same time.
In January 2025, the Federal Trade Commission (FTC) did a study that found that retailers often use customers’ personal information with AI, potentially finding people’s location and devices to tailor prices for goods and services. The FTC investigation has since been canceled.
For instance, the study found that a frequent Instacart user could see $1,200 in price swings annually.
“As the holidays approach and New Yorkers shop for their loved ones, predatory companies are combing through our data and raising prices based on who they think is willing to pay more,” said Senator Gillibrand in a press release.
The bill was also introduced by Senator Ruben Gallego.
“Greedy corporations are compiling Americans’ personal data and using AI to find their ‘pain point’ – the maximum they’re willing to pay. That’s not fair pricing, that’s predatory pricing. My bill puts an end to it,” Senator Gallego added.
You can find the full text of the legislation here.
Senator Gillibrand takes action to protect New Yorkers from unfair AI consumer pricing practices WHEC.com.
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