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JetBlue faces a class action lawsuit over allegations of using passengers personal data to manipulate ticket prices. The lawsuit claims the airline uses surveillance pricing, where AI determines individual pricing based on personal data. The controversy began when a traveler noticed a significant price increase and JetBlue suggested clearing cookies or using incognito mode. JetBlue denies manipulating prices, attributing fare changes to supply, demand, and seat availability. The lawsuit comes amidst broader scrutiny of retailers using shopper profiles for individualized pricing. The outcome could impact how consumers book flights.
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