What: Walmart's CEO pledged not to use shoppers' personal data to set prices, as scrutiny of AI-driven pricing intensifies in Washington.

Why it is important: As the largest US retailer, Walmart's public stance sets a benchmark other retailers may be measured against as AI-driven pricing comes under mounting regulatory scrutiny.

In an open letter to customers, Walmart chief executive John Furner said the retailer would not use shoppers' income, shopping history or moment of need to charge them more, whether in stores or through Sparky, its AI shopping assistant. He also pledged that Sparky would not hide cheaper options from customers.

"We price the product, not the person," Furner wrote, adding that Walmart does not set different prices based on who a customer is or the time of day. He said the digital shelf labels rolled out across Walmart stores exist to keep shelf and checkout prices aligned and to save staff time, not to enable dynamic or personalised pricing.

The letter was published on the day public comments closed on a proposed Federal Trade Commission enforcement policy warning that businesses failing to disclose how personal data is used to set prices may be breaking the law. Furner said Walmart's Every Day Low Prices model, in place for more than 50 years, would not change.

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