President and CEO John Furner has issued a public letter committing the retailer to not using shoppers’ income, purchase history or urgency to set prices, and to hold its AI shopping assistant and digital shelf labels to the same standard. 25 letter , addressed to customers and Sam’s Club members, frames the pledge as an extension of Walmart’s everyday low price model. The letter arrives as “surveillance pricing,” the use of personal data to set individualized prices, has drawn Federal Trade Commission study, state legislation in Illinois, Minnesota and elsewhere and consumer scrutiny of grocery delivery pricing tests. Furner did not name a specific trigger but said he had heard concerns about companies using data and technology to charge shoppers more. “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.