Digital labels are replacing traditional paper price tags on shelves in Greece, marking a shift in retail practices. Artificial intelligence algorithms are now being utilized to predict consumer behavior and adjust prices in real-time. This “dynamic pricing” strategy allows multinational corporations to respond rapidly to market demands and maximize profits. Concerns are rising regarding how companies are collecting and utilizing consumer data to facilitate these pricing adjustments. The practice involves constant monitoring of purchasing patterns and leveraging data insights to optimize pricing strategies. This new system raises questions about transparency and potential impacts on consumers in Greece.