Miroslava Marinova, a senior lecturer in commercial law at the University of East London, explains that dynamic pricing means changing prices in response to demand, timing, capacity or competitors’ prices. She adds that airlines, hotels and ride‑hailing services have used this approach for years.

Experts say AI can accelerate dynamic pricing, letting retailers adjust prices more frequently as market conditions shift. Bank of England economists Clare Lombardelli and Rupal Patel warned that AI could let businesses tailor prices closely to individual consumers, potentially charging near the maximum each is willing to pay.

Researchers note that dynamic and personalized pricing can also provide discounts, making some products more affordable for certain shoppers. Walmart CEO John Furner said electronic shelf labels help keep prices accurate and are not intended to raise prices based on weather, time of day or individual shoppers.

In short, AI‑driven dynamic pricing may raise or lower the amount you pay for groceries. Knowing this possibility can help you watch price changes and protect your budget.