Companies are increasingly using artificial intelligence and consumers’ personal data to adjust prices in real time, raising concerns about privacy and personalized pricing and drawing scrutiny from lawmakers in California and other states. Computer Information Systems Associate Professor Indira Guzman explains how even routine online activity can provide companies with detailed consumer information: “Simply by browsing, by visiting websites, they can already know my location, my browsing patterns, how many clicks I’ve made.”

This story was originally broadcast by Noticias Telemundo on August 31, 2026.