Which industry first implemented sophisticated algorithmic dynamic pricing at scale in the modern era?

Dynamic pricing has revolutionized retail strategies across numerous industries. This pricing approach allows companies to adjust prices in real-time based on various factors including demand, competitor pricing, and customer behavior data. While now commonplace in e-commerce, travel, and hospitality sectors, the origins of sophisticated dynamic pricing might surprise you. Test your knowledge about the pioneering industry that first developed complex algorithmic dynamic pricing at scale.

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Airlines (starting with American Airlines' SABRE system in the 1980s)
E-commerce (Amazon's early product pricing algorithms in the late 1990s)
Hotels (Marriott's yield management system developed in 1991)
Ride-sharing services (Uber's surge pricing model in 2011)