U.S. shoppers are angry and confused.

Stores use high-tech ways to set prices.

Digital price tags are replacing paper ones in food stores.

AI tools help companies decide what to charge.

The tools guess how customers will act.

People talk about "dynamic pricing" and "surveillance pricing" on social media.

They worry.

They ask if different people pay different prices for the same thing.

Americans know prices change for flights, hotel rooms and rides.

But now algorithms shape everyday spending.

People do not understand them.

People may share personal data and not know it.

This has touched a nerve.

Katie Thomas works for the consulting firm Kearney.

She said there is big tension.

Who will hold the power: companies or shoppers?

Companies say some worries come from mistakes.

Walmart CEO John Furner wrote a blog post.

He said digital tags save workers time.

He said they keep prices current.

He said the labels do not raise prices based on weather or time of day.

He said they do not raise prices for one shopper.

He said Walmart prices the product, not the person.

But companies are not always open about the data they collect.

So shoppers feel suspicious.

Lawmakers and regulators are acting.

Legislators in at least 30 states have considered pricing bills this year.

These include bills on algorithmic and personalized pricing.

The National Conference of State Legislatures said this.

The Federal Trade Commission has proposed a policy.

It warns that not telling people about personal data use could break consumer protection law.