Walmart denies using personal data to set prices

Walmart is moving to reassure shoppers as it expands digital price labels across its stores. In a statement published on the retailer's website on Friday, September 25, 2026, Walmart Inc. CEO John Furner promised that the Bentonville, Arkansas-based company is not using personal data to set prices and will not do so in the future.

Furner stated that the company does not track income, shopping history, or an individual's willingness to pay to adjust prices. He added that prices will not change based on who a customer is or the time of day, nor will costs rise during hot afternoons or peak shopping rushes. Furner emphasized that personalized pricing would violate Walmart's everyday low prices model.

The commitment also extends to Sparky, Walmart's artificial intelligence shopping assistant. Furner noted that the bot will not raise prices for individual shoppers or hide cheaper alternatives that fit their needs. He explained that price fluctuations still occur across the chain when supply or transport costs change, or when Walmart passes along savings.

Digital price tags allow supermarkets to update shelf prices instantly from a central computer instead of replacing paper tags by hand. Walmart reported in March that 2,300 of its U.S. stores had adopted the technology, with plans to expand it chain-wide within the next year to reduce labor costs and ensure shelf prices match checkout registers.

The statement comes amid rising scrutiny from shoppers, consumer advocates, and lawmakers. In August 2026, the Federal Trade Commission issued a bulletin warning companies that personalizing prices could breach consumer protection rules and said businesses must disclose how personal data influences pricing.