The digital age, characterized by the rapid development and ubiquitous nature of data analytics and machine learning algorithms, has ushered in new opportunities and challenges for businesses. As the digital evolution continues to reshape commerce, it has empowered firms with unparalleled access to in-depth consumer data, thereby enhancing the implementation of a variety of personalization strategies. These strategies utilize sophisticated machine learning algorithms capable of attaining personal preferences, which can better tailor products and services to individual consumers. Among these personalization strategies, the practice of personalized pricing, which hinges on leveraging customer-specific data, is coming to the forefront.