India, Oct. 21 -- Artificial intelligence (AI) is quietly remaking how companies set prices online. Not only do prices shift with demand (dynamic pricing), but firms are increasingly tailoring prices to individual customers (personalised pricing). "This change isn't just technical - it raises big questions about fairness, transparency, and regulation. Algorithms track supply, demand, timing, and competitor prices," says an expert. When demand peaks, prices rise for everyone. When it eases, they fall. Think Uber's surge fares, airline ticket jumps in school holidays, or hotel rates during major events. This kind of variable pricing is now commonplace. P9...