Denver, CO — A new survey of likely Colorado voters conducted by American Economic Liberties Project and Data for Progress finds overwhelming support for banning companies from using personal data and AI-driven systems to set individualized prices or wages.

Seventy-eight percent of voters support a policy that would prohibit companies from using surveillance data, including browsing history, location, and other personal information, to determine what consumers pay or what workers earn. Just 20 percent oppose the policy.

Despite this broad support, the practice itself remains largely unknown. Nearly three quarters of voters report having heard little or nothing about surveillance pricing. Once explained, however, support is consistent across party lines, with Democrats, independents, and Republicans all backing the policy at similar levels.

Voters also reject the argument that these practices are necessary for economic competitiveness. By a wide margin, 76 percent say banning surveillance-based pricing and wages would help Colorado, while just 17 percent say it would hurt the state economy.

The findings build on growing concerns about opaque pricing models, pointing to a broader discomfort with systems that allow companies to use AI-driven algorithms to adjust prices or wages in real time.

“Surveillance pricing is just price discrimination with newer technology. Corporations are using what they know about you to charge you more or pay you less, and doing it with AI-driven algorithms that people can’t challenge. Coloradans clearly see through that immediately. They want clear rules that put people back on equal footing with dominant corporations,” said Pat Garofalo, Director of State and Local Policy, American Economic Liberties Project.

Proposed legislation, House Bill 26-1210, led by State Representatives Jennifer Bacon and Javier Mabrey and sponsored in the Senate by State Senators Mike Weissman and Iman Jodeh has successfully moved through the Colorado State House. The bill would bar companies from using surveillance data to set individualized prices or wages, addressing growing concerns about the role of algorithmic systems in shaping both consumer costs and worker compensation

The survey was conducted April 2–5, 2026, among 594 likely Colorado voters. The margin of error is ±4 percentage points.

Full toplines and crosstabs are available here, as well as comment or interview with State Director Pat Garofalo. 

Learn more about the surveillance pricing here.

Learn more about Economic Liberties here.