this post was submitted on 30 Sep 2026
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693
McDonald's is reportedly using AI to "dynamically" price its burgers (www.engadget.com)
submitted 3 days ago* (last edited 3 days 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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[–] chunes@lemmy.world 61 points 3 days ago (4 children)

So if I have no income, dynamic pricing will set the price to free, right?

[–] x00z@lemmy.world 16 points 3 days ago

The AI will determine there are a few generous people on the parking lot to whom you can beg for the money.

[–] mitrosus@discuss.tchncs.de 6 points 3 days ago

The dynamics is unidirectional.

[–] spaghettiwestern@sh.itjust.works 6 points 3 days ago

Never! Corporations only use technology for evil.

[–] trashman@feddit.org 3 points 3 days ago* (last edited 3 days ago)

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