Rasyonel Fiyattan Algoritmik Rasyonaliteye: Yapay Zekâ Destekli Fiyatlandırmada Davranışsal Dönüşüm
DOI:
https://doi.org/10.63556/tisej.2026.1796Keywords:
Artificial Intelligence, Algorithmic Pricing, Behavioral Economics, Price Fairness, Ethical GovernanceAbstract
In the contemporary phase of artificial intelligence–driven economies, pricing no longer operates strictly within the boundaries of classical economic rationality, evolving instead toward a behavioral and algorithmic structure. With the acceleration of digitalization, automation, and data-based decision systems, price formation has moved beyond a simple supply–demand balance and has become embedded in consumer psychology, ethical considerations, and algorithmic control mechanisms. Within this conceptual framework, the present study examines how AI-based pricing models influence consumer behavior, perceived price fairness, trust, and the nature of competition, drawing on theoretical perspectives and an extensive review of the literature. The analysis reveals that although algorithmic pricing contributes to revenue maximization and improved market efficiency, it also introduces social and institutional risks arising from limited transparency, data privacy concerns, and insufficient ethical governance. From this perspective, the long-term viability of digital markets relies not merely on efficiency gains, but on the development of pricing architectures that are accountable, ethically informed, and oriented toward human-centered governance.
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