GATINEAU — The Competition Bureau says it heard a variety of concerns from Canadians during its recent study into the use of algorithms to set prices, including issues around unfairness and affordability.

The bureau launched a consultation on the topic last year, seeking public input as it noted more than 60 companies in Canada were already using automated systems to help set prices, often in real time, for everything from concert tickets to ride-hailing to hotel rooms.

Some who took part in the study expressed worries related to potential discrimination, a lack of transparency, the effect on the affordability of daily essentials, along with privacy and ethical concerns associated with consumer data collection.

Others touted benefits that could bolster competition and innovation, including how it allows firms to respond faster to market changes, price more efficiently and adjust prices in real time.

Acting commissioner of competition Jeanne Pratt says the study shows algorithmic pricing “can improve efficiency and choice, but it also presents risks related to fairness, transparency, and competition,” noting the bureau will continue to look into the issue.

It has previously said algorithmic pricing could become an issue under the Competition Act if multiple companies rely on the same model to set pricing, creating a form of collusion on pricing even without explicit collaboration.

This report by The Canadian Press was first published Jan. 22, 2026.

The Canadian Press