Majority of Americans Concerned About 'Surveillance Pricing' Based on Personal Data

Two-thirds say they would stop shopping at a retailer that charges them more based on their browsing history or purchase data.

Published on Feb. 12, 2026

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A new survey by Talker Research found that 62% of Americans are either somewhat or very concerned about the prospect of retailers using AI and personal data to set individualized pricing. The survey of 2,000 people found that two-thirds would stop shopping at a retailer that charged them more based on their data, while only 10% said they were unconcerned about such 'personalized pricing' models.

Why it matters

The use of AI and personal data to set individualized pricing raises significant concerns over privacy and fairness. Regulators in states like California and New York are already examining these practices, as consumers worry about being charged more than others based on their data profiles.

The details

According to the survey, 66% of Americans said they would stop shopping at a retailer that charged them more for a product or service based on their personal data or purchase history. Just 17% said they would continue shopping regardless, while another 17% were unsure how they would react. Overall, 37% of respondents felt personalized pricing was less fair than fixed pricing, though 30% felt it could be more fair and 33% saw it as about the same.

  • The survey was conducted between December 5-10, 2025.

The players

Talker Research

The company that conducted the survey of 2,000 Americans on concerns over personalized pricing based on personal data.

California Attorney General

The state's attorney general is currently examining how businesses use data to individualize prices.

New York Officials

Enacted a law last year requiring retailers to have a clear disclaimer if setting prices based on personal data.

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What’s next

Regulators in California and New York are continuing to monitor the use of personal data in pricing models, and may take further action to protect consumer privacy and fairness.

The takeaway

The survey results highlight growing consumer concerns over the implications of 'surveillance pricing' and the use of personal data to set individualized prices. Retailers may need to be more transparent about these practices and give consumers more control over how their information is used.