A Senate hearing earlier this week on artificial intelligence-powered “surveillance pricing” added fuel to the fire over grocery pricing practices, building on calls for regulation by consumer and labor advocates. Already, several states have signed off on legislation that restricts how retailers use consumers’ individual data to influence their pricing. “AI surveillance pricing is the unholy trinity of everything Americans hate: spying on people, ripping them off and taking away jobs.” Following the hearing, Hawley said he expects to soon introduce his own surveillance pricing legislation, according to news reports. As retailers battle for grocery market share, worries over personalized pricing threaten to erode consumer trust.