Dynamic pricing is when businesses change prices based on factors like customer behavior, product features, time, and location. This helps them make more money and give customers personalized shopping experiences. With the help of technology like AI and machine learning, dynamic pricing is becoming more common in industries like transportation and online shopping. While it can improve customer satisfaction, there are challenges like ethical concerns and costs. Businesses need to organize data well and have AI skills to use dynamic pricing effectively. More research is needed to find the right balance between making money, keeping customers happy, and being ethical.