Artificial intelligence is changing consumer shopping habits.

Supermarkets and fast-food giants are increasingly adopting artificial intelligence (AI) to digitize their business operations.

Some businesses are accused of using so-called "flexible pricing" to change prices rapidly in real time, which can significantly impact the shopper experience.

Experts suggest this could increase the risk of consumers facing more personalized pricing.

Fast food chains and supermarkets are deploying a range of AI tools that can influence the prices consumers pay; however, experts warn that the proliferation of data-driven tools could facilitate the adoption of personalized pricing mechanisms.