FTC seeks details from Uber, Walmart and airlines on personalized pricing practices

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FTC probes personalized pricing

Highlights

The FTC issues orders to companies including Walmart, Uber, Delta, and United seeking details on their use of personalized pricing and customer data.
FTC Chairman Andrew N. Ferguson states the agency is examining both consumer pricing and whether workers' compensation is affected by companies' data-driven pricing practices.
The inquiry signals increased regulatory scrutiny on algorithmic pricing, data transparency, and financial impacts for both customers and workers in retail, travel, and delivery industries.

Regulator widens inquiry into pricing data

As first reported by Business Insider, the Federal Trade Commission says on Wednesday that it sends orders to a broad group of companies seeking details on how they use personalized pricing. The inquiry covers retailers including Walmart and Target, food delivery platforms such as Uber and DoorDash, and airlines including Delta and United.

The agency says the orders ask companies to explain what kinds of personal information they use to determine prices paid by consumers. FTC Chairman Andrew N. Ferguson says consumers deserve to know whether companies use web browsing habits or other personal data to estimate the highest price each customer can be charged.

Ferguson also says workers deserve to know whether their compensation is affected by the way companies use personal data. The statement indicates the FTC is examining both consumer pricing and potential labor-related implications of data-driven business models.

Broader implications for retail, travel and delivery

The move puts renewed attention on personalized pricing practices in consumer-facing industries that rely heavily on digital platforms and customer data. Retailers, airlines and app-based delivery services often collect information through online activity, which can shape offers, fees and other commercial terms.

For companies named in the FTC inquiry, the orders could increase pressure to disclose how pricing systems operate and what safeguards exist around personal data use. The action also signals continued regulatory focus in the U.S. on algorithmic decision-making, transparency and the potential financial impact on both customers and workers.

In our earlier report on retailers tying executive pay to AI adoption, we described how companies like Ralph Lauren are building AI literacy and enablement into annual bonus metrics as AI spreads into pricing, inventory, and customer-facing tools. We also noted that while mentions of AI goals in incentive plans are increasing, only a small share of public companies have formally linked compensation to AI—signaling both growing momentum and ongoing investor pressure to show measurable returns.

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