# Walmart says digital shelf labels won’t personalize prices

> CEO John Furner says Walmart won’t use shoppers’ personal information, shopping history or conversations with its Sparky AI assistant to set prices. The labels are meant to save store workers time, the company says.

Oossa · 2026-09-28 · https://oossa.com/en/walmart-says-digital-shelf-labels-won-t-personalize-prices

Walmart CEO John Furner says the retailer won’t raise prices based on a customer’s shopping history, personal information or how urgently they want an item. He also says the company won’t use conversations with its Sparky AI assistant to change prices.

Walmart says its digital shelf labels are intended to save store associates time, not to adjust prices based on the time of day or a shopper’s circumstances. The reassurance follows concerns about dynamic pricing after Walmart announced plans to install the labels in stores across the US.

## The facts

- Walmart plans to roll out digital shelf labels in all US stores by the end of 2026.
- CEO John Furner made the assurances in a letter to customers.

## Why it matters

Digital shelf labels can make price changes easier, so Walmart’s promise addresses concerns that retailers might tailor prices to individual shoppers.

## Sources & references

1. [Walmart won’t hike prices based on your shopping history, CEO says](https://www.theverge.com/tech/1001492/walmart-dynamic-pricing-digital-shelf-labels) – The Verge, 2026-09-28

Last updated: 2026-09-28