"By having more and more retailers that are using this technology, the retailers are able to update prices at scale, in a timely, relevant way and more competition typically means consumers win in the long run," Liu said.



Stucke is watching AI pricing algorithms with caution, concerned that we won't necessarily know if we get the best deal.



"We can't assume that the market forces by themselves will necessarily get us the right price," Stucke said.



An international economic council is meeting to discuss competitive "challenges raised by algorithms." the FTC is also watching this issue. Jonathan says he will continue to bargain hunt, but would like to know the prices he compares are the lowest of the low.



"I was surprised to find out that the price is derived through some complicated formula versus just the cost of the product, the cost of stocking it, the cost of mailing it,"Volzke said.