Walmart CEO denies rumors of personalized pricing via digital labels

Walmart CEO John Furner has addressed consumer concerns regarding the company’s rollout of digital shelf labels. The implementation of electronic price tags has sparked rumors and backlash among shoppers who fear the retailer might use the technology for dynamic pricing or surveillance pricing.

Specifically, customers expressed concerns that Walmart could change prices instantly between the shelf and the checkout, or use personal data—such as income, purchase history, or time of day—to set individualized prices. Furner clarified in a statement that the company does not, and will not, set different prices based on who a customer is or the time of day. He emphasized that the technology is intended to improve efficiency, reduce manual errors, and ensure shelf prices match checkout prices.

Walmart noted that over 2,300 U.S. stores already utilize digital labels. The company also stated that its AI shopping assistant, Sparky, will follow the same pricing guidelines and will not be used to increase prices for specific customers or hide cheaper options.