Gartner Research

Are Your Algorithms Ethical? Look to Examples of Dynamic Pricing for Guidance

Published: 29 January 2016

ID: G00297906

Analyst(s): Chris Fletcher , Bard Papegaaij , Penny Gillespie , Frank Buytendijk , Michael Maoz


Algorithmic business requires best practices. Real-world experiences with one type of algorithm, for dynamic pricing, show that IT leaders cannot rely solely on algorithms' technical abilities — they must use their judgment and exercise restraint in deciding how to use these new technologies.

Table Of Contents
  • Key Challenges



  • When Dynamic Pricing Is Justified
  • When Dynamic Pricing Is Questionable
  • Move From Price Optimization to Value Optimization

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