Technology now allows personalized pricing. If this came to be widely used, what effects should we expect?

This topic feels extremely interesting to me because it seems newer and less openly discussed, but I am having a hard time trying to understand the topic in depth …

The idea that companies could charge different people different prices based on data, income , browsing habits, urgency, etc .. feels both fascinating and slightly dystopian but I feel it could be widely used in the future

If anyone has any inputs on this topics , including any article or some resources they have read , please share it here
(This is JL essay comp question btw )
Just looking for some discussions and inputs on it