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Walmart chief executive John Furner says the retailer will not use its AI shopping assistant or electronic shelf labels to set product prices based on a shopper’s identity, according to the Financial Times.

That adds an important detail to the recent coverage of Walmart’s promise on electronic labels: the company’s stated position also covers its AI shopping assistant. The distinction matters as retailers explore more personalised shopping tools. Digital labels can make changing prices quicker; an AI assistant could make the question of who sees which price harder to spot.

The statement is a commitment from Walmart, not a guarantee about how other retailers will use these tools. For shoppers, it is a clear line from the largest US retailer, but the wider debate over personalised pricing is only getting started.

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