Walmart CEO John Furner has publicly pushed back against concerns that the retail giant will use its new digital shelf labels to charge different prices based on customer data. In a letter to customers, Furner said factors like income, shopping history, and perceived urgency will not affect pricing.
The company has been rolling out digital shelf labels across US stores by the end of the year. Furner said the purpose is to save store associates time rather than change prices dynamically. He also said conversations with its Sparky AI assistant won't be used to alter prices.
The reassurance comes as regulators step up scrutiny of personalized pricing. The Federal Trade Commission is working on a policy to clamp down, and several states have imposed rules, with New York requiring disclosure of algorithmic pricing and others banning use of personal data to change prices.