Walmart Denies Using Personal Data for Dynamic Pricing Amid Digital Label Rollout

Walmart is trying to calm worried shoppers as it puts up new digital price tags in more of its stores. Some people are nervous that these fancy screens could change prices based on who you are or what you buy. The company wants to make it clear that is not happening.

In a message on its website, Walmart's CEO John Furner promised that the store does not use personal details like your income, shopping habits, or how badly you want something to decide what you pay. He said prices stay the same no matter who you are or when you shop. Even if you're grabbing snacks on a hot day or rushing to grab the last item, you won't be charged extra.

These digital labels let stores change prices fast from a computer instead of sending workers to swap out paper tags. That's why some shoppers and groups are asking questions. They worry the tech could lead to unfair pricing. But Furner said Walmart is also making sure its AI helper, Sparky, follows the same rules. The bot won't raise your price or hide cheaper options that might work for you.

Furner added that changing prices is normal for Walmart. Sometimes they lower them to share savings with customers. Other times, prices go up because the item costs more to buy or ship. The company says over 2,300 of its U.S. stores already use these digital shelves. It plans to have them in all stores within the next year.

The Federal Trade Commission recently reminded companies that using personal data to set prices could break consumer protection laws. While the FTC can't ban the practice everywhere, it said businesses must tell customers how their info is used when pricing. Walmart says its new system helps keep prices fair and matches what shows up at checkout. It also saves time for workers and cuts down on labor costs.