The Price is Right: Responsible Uses of Personal Data in Pricing

This resource provides an overview of how data is used to inform pricing; contextualizes data-driven pricing in existing U.S. law, enforcement activity, and emerging legislation; and recommends a number of best practices for guiding retail and e-commerce platforms in using data responsibly when it affects pricing. These practical recommendations, developed in consultation with companies working to build trustworthy pricing practices, are aligned with how leading organizations have built robust, responsible AI Governance programs based on frameworks like National Institute of Standards and Technology (NIST)’s AI Risk Management Framework (AI RMF).