In a world of big data and artificial intelligence, we’re increasingly used to seeing customization everywhere we go. For some companies, that includes customizing the price that customers will pay, based on models that predict a customer’s ability, willingness, or desire to pay different price levels.

As an organization’s leading risk manager and as concerns about discrimination by AI continue to grow, finance needs to pay close attention to avoid unintended pricing discrimination.

Gray area. “There is a difference between price discrimination and price personalization,” Jose Mendoza, associate professor of practice at the University of Arizona, told CFO Brew, adding that while the former could be unethical or illegal, price personalization would be an effort “to adjust the price based on what you want.”

These days, data points about the phone or browser one is using, one’s geography, purchasing history, or thousands of others, could be part of a personalization algorithm. Depending on which data points one uses, “you might be discriminating against protected categories such as, for example, gender, religion, age, gender preferences, and so forth,” Mendoza said.

Continue reading.—SW

Digital finance is an essential cog in pretty much every business machine, but what does the future of digital finance hold? What’s the good, the rad, and the developing?

Plaid Threads is covering it all on June 22 at their highly anticipated virtual event. Customers and decision-makers will gather to hear from Plaid execs (including their CEO, CTO, and chief privacy officer) on topics like:

• fraud prevention
• risk prediction
• how fintechs and enterprise companies can win more customers

Get access to the latest Plaid products and exciting updates designed to help build the future of finance—and arrive at it seamlessly.

Save your seat by registering ASAP.

Alex Valdes is chief financial officer and executive vice president at Trust Stamp, an Atlanta-based provider of AI-enabled identity verification software. He’s been with the company in various roles since 2016. In his time with the company, he helped it grow from startup to public.

This interview has been lightly edited for length and clarity.

How would you describe your job to someone who doesn’t work in finance?

My job is trifurcated into three principal functions. First, I gather, organize, and communicate key financial information internally and externally for decision-making. Second, I manage various back-end operations to ensure the business’s front office (product and sales) has the infrastructure to produce competitive products and win more customers. Finally, the most exciting part of my role is to exercise creative muscles by partnering with managers to plan and execute strategic objectives.

What advice do you have for future CFOs?

Don’t fall into the trap of seeing market conditions as linear. Your business operates within cycles powered by cause-and-effect relationships. When we started the company in 2016, the mandate was “grow at all costs.” This changed dramatically in 2022. Understand and take advantage of the cycles, but be prepared to pivot if/when the conditions change.

Keep reading.—CV

Today’s top finance reads.

Stat: 8%. That’s how much Dollar General expects earnings to fall YoY as consumers are being squeezed. In a worrying sign for the economy, retailers like Macy’s, Costco, and Target also warned of tightening consumer spending. (CNN)

Quote: “The US labor market continues to demonstrate grit amid chaos—from inflation to high-profile layoffs and rising gas prices. With 339,000 job openings, we’re still rewriting the rule book and the US labor market continues to defy historical definitions.”—Becky Frankiewicz, president and chief commercial officer of Manpower Group, on the labor market’s continuing strength. (CNBC)

Read: One person’s chaos is another’s opportunity. These are the folks cashing in when things go wrong. (the Wall Street Journal)

Thriving against odds: Weathering economic uncertainty requires a finance team with a growth mindset. Workday + Fortune will host a webinar with top CFOs who’ve empowered their teams to focus on growth and innovation. Register here.*

Start small: Finance pros, your basic skills now include data science. Get the full story on how AI and automation are changing the financial future in the latest CFO Brew article, sponsored by Brex.*

^{*This is sponsored advertising content.}