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Nursultan Mukhtaruly

Nursultan Mukhtaruly is a high school student from Shymkent, Kazakhstan, with interests in applied economics and market structure. He won First Prize in Economics at the John Locke Institute’s 2026 Global Essay Prize for an essay on personalized pricing. He serves as CFO of AdiletAI, a legal-research startup in Kazakhstan, and is the founder of Kopir, an educational NGO that makes academic knowledge more accessible in Central Asia.
Antitrust and Competition

Why Personalized Pricing Won’t Work the Way Critics Fear

Nursultan Mukhtaruly
Firms can now charge each shopper a different price, and regulators worry that the gains will flow from consumers to companies. But personalized pricing has two built-in limits: shoppers learn to hide how much they want things, and cheap purchases can be resold, writes Nursultan Mukhtaruly.

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