The study shows that Instacart may charge some shoppers 20% more for the same product

A recent study published by Consumer Reports claims that Instacart is experimenting with dynamic pricing based on artificial intelligence, which in some cases significantly inflates the cost of some products.

CR and its research partner, Groundwork Collaborative, found that the delivery app was conducting these experiments at the locations of the platform’s retail partners, such as Kroger, Albertsons, Costco and Safeway. In some cases, consumers were paying up to 23% more than other shoppers for the exact same product, the report says.

The software participating in the trials, Eversight, is a SaaS product that offers grocery stores a retail pricing suite designed to “unleash revenue growth” and leverage “pricing solutions that scale your pricing strategy and uncover the optimal prices your customers expect.” Instacart reveals on its Eversight page that some shoppers “may see slightly higher prices” than others.

However, as mentioned earlier, some of these price hikes appear to be a little higher than “a little higher.” A 23% price hike isn’t exactly chump change.

When reached for comment, Instacart referred TechCrunch to a previously issued statement in which the company noted, “Just as retailers have long tested pricing in brick-and-mortar stores to understand what resonates with customers, a small subset of our retail partners — 10 U.S. retail partners that already choose to implement tags — are using Instacart’s Eversight technology to conduct limited pricing tests online.

Dynamic pricing has become increasingly popular in recent years, and many major e-commerce sites have been accused of using it. Another recent report claimed that because of the dynamic pricing used by Amazon, school districts across the US are paying higher prices for basic school supplies. Amazon has since called the report “flawed and misleading.”