SPRINGFIELD, Ill. (WAND) — The Illinois House passed legislation Friday to ban companies from using AI software to generate individualized prices based on personal data.

Sponsors said companies currently collect information on where people go, what they search for, what customers buy, how long you stay on a website and even the devices we use to shop.

This information is fed into algorithms that can decide how much each person pays for the exact same product or service.

"That means two people can sit side by side looking at the same item and one person may be quietly charged more because an algorithm thinks they’re willing or able to pay," said Rep. Maura Hirschauer (D-Batavia). "This is not transparency. This is not fairness, and Illinois consumers deserve better."

The Illinois Retail Merchants Association and Illinois Manufacturers’ Association helped craft the bill. Rep. Jeff Keicher (R-Sycamore) said he appreciated the sponsor’s dedication to protecting Illinois consumers through this change.

"What we need to be sure of is that we don’t have disruption in the financial services industry and insurance industry who oftentimes are compelled to use this because of things like credit bureaus that are out there when you make a loan decision or decide to go forward on borrowing," Keicher said. "Those are individualized and sometimes they are large formulas."

House Bill 4248 passed out of the House on a 78-19 vote. The measure now heads to the Senate. 

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