Walmart CEO says company won't use personal data to set different prices

Walmart Inc. CEO John Furner posted a statement Friday explicitly committing that the company will not use personal information — such as income, shopping history, or a customer's willingness to pay — to set prices, either now or in the future.

"We don't set different prices based on who you are or the time of day, and we won't," Furner said. "Whether you're buying groceries or electronics on a hot afternoon or in a sudden rush for an item, it's never a reason to charge you more."

The statement comes as Walmart rolls out digital price labels across its U.S. stores. The electronic shelf tags allow stores to change prices instantly from a central computer, sparking concern among shoppers, consumer advocates and lawmakers about potential discrimination or surge pricing. The company also emphasized that its AI shopping assistant, Sparky, will not be used to raise a customer's price or hide lower-priced options.

Walmart pointed out that personalized pricing would violate its "every day low prices" business model. The company noted that prices do change — when the company lowers them to pass savings along to customers, or when costs to buy or transport items increase — but those changes are applied broadly, not individually.

According to Walmart, 2,300 U.S. locations already use digital shelves, with the technology expected to roll out chain-wide within the next year. Executives say the electronic tags help change prices consistently and ensure the price on the shelf matches the checkout amount, while saving worker time and reducing labor costs compared to paper tags.

The Federal Trade Commission issued a statement last month warning that personalized pricing practices could violate consumer protection laws. The FTC does not have legal authority to ban personalized pricing in all circumstances but issued a bulletin requiring companies to disclose how personal information is used to set prices.