AI may change the price of your Big Mac and groceries — what this means for shoppers
A federal antitrust lawsuit alleges McDonald’s uses an AI-powered pricing engine to overcharge customers for Big Macs and fries. The company denies using AI for personalized pricing but admits providing franchisees with data-driven tools. Meanwhile, retailers like Kroger and Walmart are rolling out AI tools such as electronic shelf labels (ESLs) and FlashFood, which discounts perishables via an…
Key points
- McDonald’s denies AI-driven personalized pricing but faces a lawsuit alleging overcharging via an AI pricing engine
- Retailers like Kroger and Walmart use AI tools like ESLs and FlashFood to adjust prices dynamically, though they deny individualized pricing
- Experts warn AI could make inflation tracking harder and enable more frequent, personalized price changes
Experts say AI-driven pricing may complicate inflation tracking, as prices shift rapidly and differ per shopper. Bank of England economists note this could distort the consumer price index, making it harder to measure inflation accurately. Some states, including New York and Maryland, are introducing regulations to curb data-driven pricing. While dynamic pricing can offer discounts, it risks making price comparisons difficult and reducing consumer transparency, according to commercial law lecturer Miroslava Marinova.
AI may change the price of your Big Mac and groceries — what this means for shoppers
CNBC Technology · 13 October 2026
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