Homogeneous Algorithms Can Reduce Competition in Personalized Pricing

Firms' algorithm development practices are often homogeneous. Whether firms train algorithms on similar data, aim at similar benchmarks, or rely on similar pre-trained models, the result is correlated predictions. We model the impact of correlated algorithms on competition in the context of personalized pricing. Our analysis reveals that (1) higher correlation diminishes consumer welfare and (2) as consumers become more price sensitive, firms are increasingly incentivized to compromise on the accuracy of their predictions in exchange for coordination. We demonstrate our theoretical results in a stylized empirical study where two firms compete using personalized pricing algorithms. Our results underscore the ease with which algorithms facilitate price correlation without overt communication, which raises concerns about a new frontier of anti-competitive behavior. We analyze the implications of our results on the application and interpretation of US antitrust law.