# Walmart vows not to use customer data for personalized pricing: 'We won't do it'

> **Open Intelligence Dossier** · First detected: 2026-09-28 02:40 UTC · Category: Business

## Executive Summary
Walmart CEO denies claims that the company uses AI or customer shopping history to implement personalized pricing as digital shelf labels expand.

## Intelligence Brief
Walmart has issued a formal denial regarding claims that the company uses artificial intelligence to set personalized prices for its customers. According to reports from USA Today and The Verge, the CEO of Walmart has explicitly stated that the company will not use AI to determine prices based on an individual's shopping history. This commitment comes as Walmart continues to expand its implementation of digital shelf labels across its stores. Multiple news outlets have focused on the tension between technological expansion and consumer privacy. NewsNation and WKBN.com report that the CEO is actively pushing back against rumors suggesting that digital labels and AI are being leveraged to raise prices for specific individuals.


ABC News and the Los Angeles Times emphasize that the expansion of digital shelf labels is the primary context for these discussions, with the company reassuring the public that personal information is not being used to set prices. KHBS has specifically highlighted that these digital price labels are not designed to utilize personal data to fluctuate costs for different shoppers. This development follows a broader trend of consumer anxiety regarding the capabilities of AI in retail. WSB-TV has raised questions about whether AI could potentially charge customers more, reflecting a wider concern about personalized pricing. AL.com notes that Walmart felt it necessary to issue a formal statement to address these circulating rumors.


The core of the issue is the fear that shopping history and personal data could be used to manipulate pricing in real-time, a possibility that Walmart's leadership is now publicly denying as they modernize their store infrastructure with digital labels. Future attention will likely remain on the deployment of Walmart's digital shelf labels and the company's adherence to its pricing promises. Newser reports that the company is continuing to reassure customers as these digital pricing systems expand further. While the CEO has denied the use of personal data for pricing, the coverage indicates that the public and media remain attentive to how AI is integrated into the shopping experience. Observers will be watching to see if the company provides further details on the specific functions of its digital labels beyond the general denials currently reported by ABC News and the Los Angeles Times.

## Multi-Source Evidence Table
| Source Outlet | Headline | Verification URL |
|---|---|---|
| USA Today | Walmart CEO says company won't use AI to set personalized prices | [Source Link](https://news.google.com/rss/articles/CBMirwFBVV95cUxPeDlKenB1NDRmcWdiRzJ4anNQUXJLMVpuSTJROXRiczcyVnBTNVAxbE5nUVk1UEtGVkFHeExVaXA0RmJKZnZoNkFuV3FWc0NpR0x5a2ZEeEJ3RTlKN1dEUjBqWmFQampCQjdNd0RVc1FfNHRxUVg2UnJVWDQxdk1DenRRTThpN2owdzhmOXpONkdvUUM2dy1mbHVvbHAwWnBlUkJHSXducnhISGYxQjJV?oc=5) |
| WSB-TV | Could AI charge you more? New concerns raised about personalized pricing | [Source Link](https://news.google.com/rss/articles/CBMi1wFBVV95cUxNQ0Vzd25uYV9BYTFPZDZLM1BBWHBBYlVlNWkzZzJNVGU5MkFNSGRrMkFacGtFSDA2S24xdVlsM0s2MzFseXhXYnN4T1VaSUJiMEExTUNPdlpPVk03el9XN2Rya2FBN1QycjJlQXRsNWktdnRpR2ZleTFLbXJ1NEd3WnZpazJYaTVWaTZXT01CUWRpNkxVQ0d4cTlfMzB6bEpFYW9jR1BvS1ZXMnZCQVdfeHlwYXgzLUNHbWlsd3c1LWg3Z2xLY1pIa0NIY2NPNnY1bldHTjJZd9IB6wFBVV95cUxNa1d0QVlWZVJxZmZqTFJZbVpWQjdZbGJ4NTYzY1JPY0tZV1YxdDF4OERlVUJwS2RpdHZSSHM0b0VVZnR3ZXRSZ0QtVUp1Vjc1Z2UwOGp0cmd5SzViUEZLMkFTd3BHa2JHd2pnM2RZLVNzSEQyUTBLeFQ4S25) |
| The Verge | Walmart won’t hike prices based on your shopping history, CEO says | [Source Link](https://news.google.com/rss/articles/CBMiigFBVV95cUxOdFNUWXZsVUF0Y1RjdDB5M0kwV3RsWjhYU0lHcEJsWlQ3aW91LTBEUDN2NExudXZEQ29Pb1RXMXM2M0JoQV9Fb01VeXlkSzdaNVB3UnZ2TDBPVm5pcFQ5eHFyR2s2M1ZEOTNpZjFaMVVmbC1GT2xXb29YRDNrYllvSHJDV09rc2o0M2c?oc=5) |
| Los Angeles Times | As Walmart expands digital shelf labels, CEO says prices won’t depend on who you are | [Source Link](https://news.google.com/rss/articles/CBMizAFBVV95cUxOX3NXb3g3ZmtSVHZtU056cl9abnJOcGVXQ0lWd0FjZnlJSm5RQ2J6SzJHTmFBalg5ZExtTGNFMDBGbHI5YVE1YnRlTEt3TG1Zb0RfYzBLNTlXVTN3WFR6NWJGZkZ4TVYtbmhRQ1Rma3FvSkJhYjhqbWZrMnJ6aUU4QWQ1b0NqcHlpSkluajBKUjZjUS1YOUZvOVA1dG0wSHhmZEtkTms3T2xDVUlVcklodEt6OFRpbHNRMkJsVXBFdGpXNHI5aExDVVBHcVQ?oc=5) |
| KHBS | Walmart says digital price labels won’t use your personal data | [Source Link](https://news.google.com/rss/articles/CBMilAFBVV95cUxQNVZ1YXBHN29lV2FiU25VRThlRmZILWRNVHRDM1hfTVFQZjVVbWVDTFFDbXY0b2hEelp5OVhkOWNJb2Ruc3dmUTRoRlhxTktxMlBlSDFuY1ZkaERkS0VCU0wwTS1fSWpYdmQ2bXNfUEdJYVVRRzZVUWhXLVdrWGozRmxKeGdxWVJickJ4eHhnZVN6T0xy?oc=5) |
| AL.com | Walmart issues statement on pricing rumors | [Source Link](https://news.google.com/rss/articles/CBMihgFBVV95cUxQTTAtYjRqNk8xc01IZDJSM05oY2g3M3J1bTAwc0p2VXg3MllQYlRVTVlCWTdtUThtVEZpRE9Dd1hadWp2OE9Lb1A3TFFfNkd5cmROSFlqb3VBWnlSRHlCNGFJWEpSbXc2ME00V3Q1eEdWdTBoMTR3dHJDRThiUXU5aHVueG1jd9IBmgFBVV95cUxPQzV0T0JqLVN6MlA4bXNPc2tiT3lZT0w1blhPY3FVOFRQcUE4MEF5d1NMSXZMbDlpMkhEbFdwbnFlZXowT19yeFlwTHZTSEgxdVVDbmxkTV9zT1BXSFVFaWNLMWEwMFQ4ZGwwT0JKSEdRc0IxdHdzMVg3dFNxQWdLZE1YdERaUm9YTm4xbWszTWlJRjIwSUlFekpR?oc=5) |
| NewsNation | Walmart CEO pushes back on rumors saying digital labels, AI used to raise prices | [Source Link](https://news.google.com/rss/articles/CBMikwFBVV95cUxPQTRfQ25aSmh1WGFMM2c4a3c3SFFBOGJ3dG0wZ3EzcWNwSzV4RmRoR01sLWk4QjhMck5hUFVqT3ppM1BkNmxsS180cjdjc1BxQmhjczRCZkp0ZDhRVzNFMmNxQVdHZWpUUXNCMXNuaFhIekJhSGlOb3piRUJuMXRra1lvRXJUN0c1Mkphcm5TQkMzLWPSAZgBQVVfeXFMTkpUVnozR19abzFvdWFEYi1BbXE5X1ZHTUI2SEdQUXJpeUNMd21JQzF3Y2lkMFByRnhQY0k2OEpObDBYM0hzd1NjMTdKOVVhZ1pfUV9IMDFsUEhwckl4NG5GX2hyYTJVNEkyVlQ5NERWWlJIa2NBUjNlSXl5LVFNV09keVd5NjBEQUh2U3hDM2E4YTVWWDlWbW4?oc=5) |
| Newser | Walmart Reassures Customers as Digital Pricing Expands | [Source Link](https://news.google.com/rss/articles/CBMimwFBVV95cUxORkthSmRyS1VrSUs5LXJCTGpyS0xYR0dwZ1ZXc01YSWlSMXFlenNrR0trRG0tM1p2OWM3UVRmQUZsZTA5RmpjN2hucm5XZHpEWHZ2dnZmNnhGVkIxUFVMUk9SZUI3VnlwWktjYkswREVEbF94VEFSOU1TNUtPRjdobi02SjNwYlB3R2lzVWNjOW5KLUxLOXQ2THVqZw?oc=5) |
| ABC News - Breaking News, Latest News and Videos | Walmart says it's not using personal information to set prices as it expands digital shelf labels | [Source Link](https://news.google.com/rss/articles/CBMirwFBVV95cUxOM1JRNGQ3QkRvTnVBOXZEQzc0aHBObUhzcE9PUkF2Tjg5NkktNFV5dUY3UFlWMkR0M1BqU2ZMNTdnbmtmVm85NXd4YnlJcUpQcFRwLXFBMGE0WHJrU3piZ1QzcW91bnZ4bzNtOWZFb1liM0RBdThCTUdnd1JEOENhUFBXRmZwVS0xNzRRQkF2c2pjRGJuenJZbUlFZlVpTzctZld6WEgzNlZMNGtwMk9F0gG0AUFVX3lxTFBjbkNFNHoxOGl4WEFTMFlsUmpQekk0cGplbUVhX2tUMGEza1lCTmxIeFc3OWxRZWVEZHF6X1p2QWlHN1g3VElJR3p1UmFFMVRsNS1YcUtrZkZTYVNyU3JZREVfRDRUSU5uckZlbVoyd3REbUpWUzFIZzREMnlVTFJEOVRqTHRoUnZXVUdNUjQ4SHo3YXlWMzlwMEg2eDVMUV83cll) |
| WKBN.com | Walmart CEO pushes back on rumors saying digital labels, AI used to raise prices | [Source Link](https://news.google.com/rss/articles/CBMivgFBVV95cUxObUZGQ3VNS0xnbzNGOWJPTUJjWmp0U0tzMHRyanhkeUVXUUdyTjhYbWJHOG5vUmQwWEFtSnVOVE4xaXltbDZfa2hsYjFNUHRlZU5MYnpCVGN2SnFQZHJKcWw3Z2hnODhVcEU3X1h2QTVmaHh6SnhIb0RRcjdqQmtQOF8ycUVmbFhSdDEtcUI3THRPNlNIbUh1NW5mZjA1RkhJb0NFVXNpRk1KRThFSHFlWERUd3p5dGRrZU9iZ2tR0gHDAUFVX3lxTFA5Nkotam5MWHlPMThnZ3BkZWZwbzllTUNwR2NnUDhpc3NFYlVnTk0yOUNWRzViRExwVm9QVDkzUkRxTUxVODMtSHo0dk9tTFg0Nm1kTVRIV0hxYmMwZVg0SklEOFotSEtaSjVIdHlxdXY5WVJCUlRaUk1qOS10Y0NzUnBtNUU4ckEzenlPZFNXcmdXTGt) |

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*Canonical Source: https://pulse.byoaiapps.com/trend/2026-09-28/walmart-vows-not-to-use-customer-data-for-personalized-pricing-we-won-t-do-it*