10/21/2026
🛒 Did you know: Two people shopping online could get different prices based on data collected about them.
This is the result of surveillance pricing, where a retailer employs automated algorithms and artificial intelligence technologies to analyze personal data and set individualized prices in real time.
Unlike dynamic pricing, surveillance pricing tailors prices to each consumer’s personal circumstances and behaviour, often without their knowledge. As a result, two people may be shown very different prices for the same product.
The Ontario Human Rights Code protects people from surveillance pricing when it results in discrimination based on protected grounds like age, disability and race.
As the potential benefits of artificial intelligence are being explored, they must not come at the cost of our fundamental human rights.
🔗 Read the OHRC's opinion editorial to learn more: