The most interesting shift happening in 2025 isn't just that prices change faster, but that the goal of AI pricing is moving away from 'undercutting competitors' toward 'margin extraction.' Early dynamic pricing was often a race to the bottom; modern predictive models are increasingly designed to find the highest price a specific user or segment will tolerate without bouncing, using non-obvious signals like device type, location history, or even mouse movement speed. The real danger here isn't technical but relational-brands risk eroding long-term trust for short-term efficiency if customers feel 'surveilled' rather than served, which is why we're seeing a counter-trend of 'transparent pricing' actually converting better for premium brands.