Your price may differ from your neighbor's. And this is not conspiracy theory.

Retailers can combine AI with personal data to estimate how much exactly you are willing to pay. This phenomenon is called "surveillance pricing," that is, pricing based on tracking.

For example, a store can see your geolocation, browsing history, items left in your cart, and even your cursor movements. Based on this, an algorithm sets the price.

The U.S. regulator FTC has confirmed that companies are indeed using algorithms that set prices tailored to a specific person based on their data.

Vulnerable buyers may end up paying more, such as new parents buying baby food.