Controversy over shopper data expands: US stores test AI pricing

The debate in the US market over the use of artificial intelligence and shopper data to set personalized prices is expanding. Walmart's CEO pledged not to exploit customer information to raise prices. The Federal Trade Commission has proposed rules for disclosing personalized pricing.

The debate in the US market over the use of artificial intelligence and shopper data to set personalized prices is expanding. Walmart CEO John Furner pledged not to use a customer's income, shopping history, or urgent need to raise prices, and said the company will not use information provided by customers to the shopping assistant "Sparky" to raise prices or hide cheaper options. According to an Associated Press report, the spread of digital labels and pricing software has fueled shopper concerns, while the scope of personalized pricing remains unclear. The Federal Trade Commission published a policy proposal in August stating that offering a price that appears general but is calculated for a specific individual may violate consumer protection law if adequate disclosure is lacking. The commission noted that Congress has not granted it the authority to ban personalized pricing in all cases, so the proposal focuses on applying existing rules and ensuring clear disclosure.