# Walmart CEO Rejects Personalized Pricing

> Walmart CEO says personalized pricing violates its low-price promise.
- Title: Walmart CEO Rejects Personalized Pricing · Pymnts | Shortify
- Summary: Walmart CEO says personalized pricing violates its low-price promise. Walmart CEO John Furner states the company will not use customer data to set…
- Keywords: walmart, john furner, every day low prices, personalized pricing, edlp, surveillance pricing, maryland, wes moore, ftc, federal trade commission, protection from predatory pricing act, business
- Source: Pymnts — https://pymnts.com/walmart/2026/walmart-ceo-says-no-to-personalized-pricing
- Author: PYMNTS
- Published: 2026-09-27T21:30:03+00:00
- Read time: 1 min
- Topics: walmart, john furner, every day low prices, personalized pricing, edlp, surveillance pricing, maryland, wes moore, ftc, federal trade commission, protection from predatory pricing act, business
## Walmart CEO stance
Walmart’s CEO says the retailer has no plans to use customer data to set personalized prices.

> Walmart’s CEO says the retailer has no plans to use customer data to set personalized prices
## EDLP policy
John Furner issued a letter to customers Friday (Sept. 25) arguing that such a practice would violate the company’s Every Day Low Prices (EDLP) ethos.
## EDLP explanation
Prices can change. We lower them when we can pass savings along. Sometimes they rise because an item costs more to buy or transport. But using someone’s income, shopping history or moment of need to charge them more would violate the EDLP promise our business model is built on. We won’t do it.
## Digital shelf labels
He differentiated the practice of personalized pricing from Walmart’s adoption of digital shelf labels, which Furner said ensures shelf prices match the price at checkout while saving associate times on swapping out paper price tags.
## AI assistant
The CEO added that Walmart does not use customer conversations with its Sparky AI assistant to glean personal information and set a specialized price.
## State action
Maryland Gov. Wes Moore signed the Protection From Predatory Pricing Act into law in April. Since then, Connecticut and New Jersey have adopted their own restrictions.
## Key takeaway

Walmart CEO John Furner states the company will not use customer data to set personalized prices, maintaining its Every Day Low Prices policy.