The company said it would not use customer insight from its AI shopping assistant app to set personalised prices for customers and said electronic shelf labels would not be used to change prices based on a people’s identity.

In a letter addressed to customers and members, Furner said using someone’s ‘income, shopping history or moment of need’ to charge them more would ‘violate’ the ‘Every Day Low Prices’ promise the company has based its business model on.

Furner said: “We don't set different prices based on who you are or the time of day, and we won't. Your income, shopping history, urgency or what we think you could pay won't change the price. And whether you’re buying groceries or electronics on a hot afternoon or in a sudden rush for an item, it’s never a reason to charge you more.”

Walmart also it would not use information shared by customers on its AI shopping app to raise prices or hide lower-priced options.

The US Federal Trade Commission is currently consulting on a proposed policy statement regarding personalised pricing, the use of which is growing in online retail. 

Following media reports on McDonald’s using AI to set pricing, the company issued a statement saying that it does not use dynamic pricing or set prices based on an individual customer’s willingness to pay.

The company said: “McDonald’s pricing recommendation tool provides restaurant-specific recommendations. It does not set or change prices. Franchisees decide what prices to charge and whether to use the recommendations available to them.”