McDonald's is reportedly using AI to "dynamically" price its burgers

McDonald’s uses AI to set “optimal” prices for menu items, estimating customer willingness to pay at each location and adjusting prices daily. The system reports sensitivity levels and sends pricing guidance to franchisees at least three times a year, with corporate monitoring deviations and linking non-compliance to renewal discussions. Franchisees note that while they can set final prices, corporate pressures and legal warnings about antitrust issues accompany the tool.