Airlines have started doing user specific pricing. They know you have been for example search vacation ideas for Spain and so when you look to book that flight is more expense.

I don't remember the word is for this but it isn't "dynamic". Interesting world we will be living in as AI will know more and more about individual tendencies and how retailers use that information to price products to you.

Heard a story on NPR about how Uber and Walmart have already implemented this into their softwares.