Walmart CEO vows no personalized pricing amid scrutiny

Walmart CEO John Furner has pledged that the retailer won’t use personalized pricing based on shoppers’ income, purchase history, or urgency. In a letter to customers and Sam’s Club members, Furner emphasized that Walmart’s everyday low price model remains a core commitment. The Sept. 25 letter frames this pledge as a natural extension of Walmart’s longstanding pricing strategy, reinforcing its commitment to fairness and accessibility for all shoppers.

The move comes as “surveillance pricing” faces growing scrutiny. This practice, which involves using personal data to set individualized prices, has drawn attention from the Federal Trade Commission and led to legislation in states like Illinois and Minnesota. Furner noted that he had heard concerns about companies leveraging data and technology to charge shoppers more, emphasizing Walmart’s decision to take a stand against such practices.

Furner’s letter outlines three key pledges: Walmart won’t set prices based on shopper identity or time of day, its AI tools won’t use customer data to raise prices or hide lower-cost options, and it will maintain transparency and protection of shared data. He explicitly stated, “We price the product, not the person,” showing that income, shopping history, or urgency will never influence pricing at Walmart.

For shoppers, Walmart’s AI assistant, Sparky, aims to improve service without using personal information for pricing. Furner also addressed concerns about electronic shelf labels, stating they ensure price consistency and reduce manual labor for employees. He recalled his own experience with replacing paper tags, describing it as a time-consuming task that the new technology eliminates, allowing associates to focus on customer service.