Walmart has reaffirmed its stance against using artificial intelligence, customer data, or digital shelf labels to implement personalized pricing for its shoppers.
In a public statement released Monday, Dan Bartlett, Walmart’s executive vice president of corporate affairs, addressed what he characterized as repeated “misrepresentations” by Lindsay Owens, author of the recently published book *Gouged*, regarding the company’s pricing practices and technological initiatives.
“Our approach is clear: We price products, not people,” Bartlett wrote. “Walmart does not and will not use an individual customer’s personal information, income, shopping history, urgency, or willingness to pay to determine individualized prices. Furthermore, we do not engage in dynamic pricing—such as adjusting costs based on hot weather or impending storms.”
Bartlett defended the retailer’s adoption of digital shelf labels, emphasizing that the system serves only to streamline the display of approved pricing changes rather than track or target consumers.
“Digital shelf labels replace traditional paper tags and enable more efficient and consistent updates to pricing,” Bartlett noted. “They do not identify customers, nor do they autonomously set prices.”
He also dismissed concerns that faster price adjustments indicate a move toward dynamic pricing, stating, “Speed in updating prices is not indicative of intent to personalize them.”
Additionally, Bartlett rejected assertions that Walmart’s patent portfolio signals future plans for personalized pricing models.
“Patents represent concepts under exploration, not commitments. We have consistently pledged not to pursue individualized or dynamic pricing,” he said.
Bartlett further pushed back on critiques related to Sparky, Walmart’s AI-powered shopping assistant.
“Claims linking Sparky to price manipulation lack foundation,” Bartlett stated. “AI does not influence our pricing decisions. Sparky assists customers in finding, comparing, and discovering products without altering their cost.”
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The retailer maintained its defense of digital shelf labeling technology, refuting suggestions that the tool could facilitate dynamic or personalized pricing strategies. (Brian Kaiser/Bloomberg via Getty Images)
Bartlett responded to Owens’ analysis of increased average order values among Sparky users, suggesting these figures do not imply higher per-item pricing but instead reflect broader engagement with the platform.
“Higher average order values alone don’t prove causation,” Bartlett said. “Sparky helps shoppers explore options and make informed choices. It doesn’t alter item costs.”
He went on to clarify that any data shared with Sparky remains unlinked to transactional pricing mechanisms.
Owens responded critically to Walmart’s rebuttal, accusing the company of mixed messaging across public, investor, and regulatory communications.
“The confusion surrounding Walmart’s pricing tactics stems from the company itself,” Owens said in a statement obtained by FOX Business. “What they tell consumers, what they convey to shareholders, and what they disclose to the USPTO often diverge significantly.”
As president and CEO of Groundwork Collaborative, Owens announced plans to release a new study analyzing Walmart’s patents, claiming they reveal potential tools for consumer profiling and behavioral tracking.
“The suite of technologies Walmart is developing raises red flags for anyone concerned about privacy and economic fairness,” Owens warned. “According to their own filings, personal data plays a central role in emerging pricing innovations. I invite Americans to review this evidence independently.”
Owens’ book, released September 29, scrutinizes corporate pricing methods and alleges widespread use of misleading strategies designed to inflate profits at consumer expense.
In recent social media posts, Owens accused Walmart of promoting Sparky’s impact on spending while simultaneously patenting systems capable of varying prices based on real-time consumer behavior and demand signals.
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Dan Bartlett, executive vice president of corporate affairs at Walmart, left, and Walmart CEO John Furner at the company’s headquarters on Wednesday, June 3, 2026. (FOX Business)
Owens voiced concerns about Sparky’s access to user data and its influence on purchasing behavior, urging transparency around data governance protocols and safeguards.
“Consumers deserve clarity on what information Sparky can access, how it shapes recommendations, and whether sensitive data is protected from exposure or misuse,” she said.
In a prior letter dated September 25, Walmart CEO John Furner reaffirmed the retailer’s enduring commitment to its “Every Day Low Prices” philosophy, echoing Bartlett’s message that the company evaluates products—not people—when setting prices.