The dynamic pricing rollercoaster: How can consumers get a fair ride?

After a summer of soaring ticket prices and frustrated fans, dynamic pricing has landed centre stage.

Whether it’s concert tickets doubling overnight or finding a last-minute travel bargain, one thing is clear: pricing is no longer fixed, and the rules are being rewritten in real time.

Powered by algorithms that respond to demand, dynamic pricing can help distribute goods more efficiently, but attention is on consumers left out of pocket and feeling exploited. As this model spreads across sectors, questions of fairness, transparency, competition, data use and trust are growing.

October’s edition of Start Talking will explore the mechanics behind dynamic pricing, its impact on consumer decision making and the protection offered by consumer law. How can we make dynamic pricing work for consumers?

We’ll bring together consumer advocates, regulators and industry leaders to find out what needs to change to ensure pricing innovation doesn’t come at the cost of consumer confidence. We’ll be exploring:

- How dynamic pricing works and what pros and cons are we seeing from sector trends and company practice?
- How dynamic pricing can reduce waste and help consumers get affordable goods and services
- Is consumer and competition law fit for purpose - or should dynamic pricing be banned in some instances?
- What’s the future for dynamic pricing in a world of AI-powered assistants and growing personal data profiles?
- Can dynamic pricing be responsive and responsible and not manipulative and expensive?

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