More than ever, companies are able to tailor prices across people, places, and time. They do this to maximize profit, and sometimes simply to survive. We’re in a new era of supercharged price discrimination, made possible by two major scientific and technological trends. First, AI algorithms — often trained on highly detailed behavioral data — enable organizations to infer what people are willing to pay with unprecedented precision. Second, recent developments in behavioral science — often invoked with the tagline “nudge” — provide organizations greater ability to influence their customers’ behaviors.