So, Google's diving deeper into AI-powered shopping, and it's raising some eyebrows. The idea is that AI agents will help us find the best deals, but some experts are worried about "surveillance pricing." Basically, the concern is that these agents could analyze our data and shopping habits to charge us more.

One consumer watchdog, Lindsay Owens, even sounded the alarm on social media, pointing out that Google's plans include "personalized upselling." In other words, the AI could push pricier items based on what it knows about you. It's a bit unsettling, right?

Google, of course, is pushing back, claiming these concerns are inaccurate. They say merchants can't charge different prices on Google than they do on their own sites. And they argue that "upselling" is just about showing additional options, not overcharging. They even mentioned that their Direct Offers program allows merchants to offer lower prices.

A Google spokesperson told that their Business Agent doesn't have the ability to change a retailer’s pricing based on individual data. So, at least for now, they say our personal data won't be used to manipulate prices.

However, even if Google's current system is on the up-and-up, the bigger picture is still concerning. Imagine a future where AI agents constantly analyze your chats and shopping patterns to figure out how much you're willing to pay. That's the "surveillance pricing" scenario that Owens is warning about. Even if Google isn't doing it now, who's to say what the future holds?

Let's be real: Google is an advertising giant. Its business model is built on serving brands and collecting data. That creates a potential conflict of interest when it comes to AI-powered shopping.

That's why I think there's a real opportunity for startups to build independent AI shopping tools. Companies like Dupe and Beni are already exploring this space, using AI to help people find affordable furniture and thrifted fashion. It will be interesting to see how things develop.

At the end of the day, it's a reminder to be careful. Just because an AI is helping you shop doesn't mean it has your best interests at heart. The old saying still rings true: buyer beware.