Walmart CEO John Furner has pushed back against concerns that the retailer's transition to digital shelf labels will be used to implement dynamic pricing.
Walmart CEO denies using digital shelf labels for dynamic pricing
In a letter to customers, Furner clarified that the switch to digital labels is intended to save time for store associates rather than to fluctuate prices based on individual profiles. "Your income, shopping history, urgency or what we think you could pay won’t change the price," Furner wrote, adding that factors such as the time of day or the use of the Sparky AI assistant will not trigger price increases.
The reassurance follows Walmart's announcement that it plans to roll out digital shelf labels in all U.S. stores by the end of the year. The technology has raised concerns about personalized pricing, a practice where retailers adjust costs based on consumer data. This follows regulatory scrutiny, including Federal Trade Commission efforts and state-level rules in New York, New Jersey, Connecticut, and Maryland regarding algorithmic and personalized pricing.
Sources
- Walmart won’t hike prices based on your shopping history, CEO says （The Verge AI, 2026-09-28）