this post was submitted on 30 Sep 2026
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McDonald's is reportedly using AI to "dynamically" price its burgers (www.engadget.com)
submitted 7 hours ago* (last edited 7 hours ago) by spaghettiwestern@sh.itjust.works to c/technology@lemmy.world
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McDonald's has been using artificial intelligence to dynamically price menu items in the US and some global markets, according to a report by Reuters. This involves finding the "optimal price" to match what a particular store's patrons would be willing to pay.

This fluctuates according to location, and even stores in the same city can have different cost amounts for the same exact items, according to information reviewed by Reuters. This is basically surge pricing, like with ride-share platforms, but for hockey puck burgers that have been sitting under a hot lamp.

Reuters got a look at the interface that franchisees use to access this technology and it's pretty creepy. Messages show stuff like "your restaurant is showing MEDIUM SENSITIVITY to price" based on "customer willingness to pay in your area." Cost differences at nearby locations can be stark. Researchers found that a Bic Mac at a Fresno, California store cost $5.69, but the same burger cost $6.89 at another branch two miles down the road. That's a 21 percent difference.

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[โ€“] jeena@piefed.jeena.net 18 points 7 hours ago (1 children)

I mean this is the obvious use case for AI, you know they have those digital price tags in supermarkets it's perfect for this to combine with AI so depending who is looking at this price tag it changes, but in a way so you don't see it changing. I'm not saying it's already implemented but it's the obvious thing to do.

Online it's already much easier to do because you're logged in to Amazon with your purchase history, etc. and you are the only one looking at the price tag, so no real need for AI there, but in a physical shop it will also be introduced, just like McDonald is 'pioneering' here.

They should never released Black Mirror, too many dystopian ideas there.

[โ€“] mcv@lemmy.zip 1 points 2 hours ago

Online, search in an incognito window using a VPN. Firefox has a builtin VPN toggle these days. Then, only once you found what you're looking for, login and buy it. And bail if they change the price.

And just don't buy from Amazon.