Brief
Walmart denies plans to personalize prices after Groundwork report
The retailer rejected allegations that it intends to charge shoppers different prices based on personal data, citing an open letter from its corporate affairs chief.
By Felo News Desk · Published
Walmart responded on Oct. 10 to a Groundwork Collaborative report that claimed the retailer holds patents for technology that could personalize prices for individual shoppers. The report, titled “The Walmart Watchtower,” said the patents describe data collection ranging from music playlists to credit reports and suggested the company could charge higher prices to groups such as new parents.
What happened
Groundwork’s president Lindsay Owens and vice‑president Elizabeth Pancotti released the Oct. 5 report, alleging Walmart plans to use “surveillance pricing” to adjust costs based on a shopper’s behavior and characteristics. The report cited patent applications that, according to its authors, would allow the retailer to build detailed consumer profiles and vary prices for items like mayo when bought with tuna.
What the reports add
The Mashable article notes that the report also mentioned Walmart’s in‑house AI assistant “Sparky,” claiming users of the tool spend more than non‑users, and that Walmart executives allegedly brag about the effect.
What was said
Dan Bartlett, Walmart’s executive vice president of corporate affairs, posted an open letter on X, denying the accusations and stating the company will not pursue dynamic or personalized pricing. He wrote, “Your comments about Sparky also draw unfounded conclusions. We do not use AI to upcharge our customers.” Owens replied on Oct. 5, calling the Walmart statements “baseless attacks” and saying the retailer says different things to customers, investors, and the U.S. Patent and Trademark Office.
How it came about
The controversy follows earlier Felo coverage of Walmart’s pricing patents (Sept. 22) and its pledge not to use personal data for digital price tags (Sept. 27). Both pieces highlighted the retailer’s denial that its patents signal imminent personalized pricing.
Key facts
- Groundwork Collaborative released a report on Oct. 5 alleging Walmart holds patents for personalized pricing. (mashable.com)
- Walmart’s executive vice president Dan Bartlett denied the allegations in an open letter on X. (mashable.com)
- The report claimed Walmart could charge higher prices to specific groups, such as new parents. (mashable.com)
- Walmart said it will not pursue dynamic pricing and does not use AI to upcharge customers. (mashable.com)
Sources
- [1] mashable.com — originally reported as “Walmart says it won't personalize prices despite patents”
