techcrunch.com
Consumer watchdog Lindsay Owens criticized Google’s new AI shopping protocol, alleging its “upselling” and pricing features could lead to “surveillance pricing,” where personal data is used to overcharge shoppers. She worries that AI agents could eventually allow merchants to set prices based on a user’s perceived willingness to pay.
Google firmly denied these claims, clarifying that its “upselling” feature only shows premium product options, while its “Direct Offers” pilot provides lower, not higher, prices. The tech giant asserted it strictly prohibits merchants from displaying higher prices than on their own sites.
Despite Google’s reassurances, the incident highlights a broader conflict of interest: Big Tech companies building these AI agents serve both merchants and consumers, creating mixed incentives that could exploit user data.
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