Walmart Clarifies: No Personal Data Used for Pricing as Digital Labels Expand

Walmart denies using personal data to set prices as it expands digital shelf labels. CEO John Furner assures customers of fair pricing practices.

Editorial Desk

September 28, 2026 One Min Read

POLICY WIRE — New York, United States — Walmart has addressed growing concerns about its new pricing technology as it rolls out digital price labels in stores across the country.

In a statement on its website, Walmart CEO John Furner emphasized that the company does not use personal information such as income, shopping history, or willingness to pay to determine prices and will not do so in the future. He assured customers that pricing remains consistent regardless of the time of day or customer identity.

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The announcement comes amid increasing scrutiny from shoppers, consumer advocates, and lawmakers over the use of digital price labels, which replace traditional paper tags and allow for instant price changes from a central system. Walmart also confirmed that its AI assistant, Sparky, will not be used to adjust prices or hide lower-cost options for individual customers.

Reporting by Policy-Wire (PW)

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