Invited by theInternational Pricing Forum which took place in Paris at the beginning of June, Emmanuel Schulte shed its light on the pitfalls to be avoided, in particular in competition law and in terms of pricing.
The development of artificial intelligence provides operators with unprecedented price transparency in real time. The increased use of algorithms upsets the pricing of products and services sold online, in that it allows a dynamic pricing taking into account the supply and demand situation at the time of purchase, as well as customization of prices based on customer behavior as well as their business history.
In his presentation, Emmanuel Schulte discusses the legal risks that can be raised in determining prices, such as collusion between competitors, imposed selling prices, or abuse of a dominant position (predatory, discriminatory or abusive prices). He also drew attention to the potential risks associated with dynamic pricing and personalized pricing through the use of these algorithms.
