A report released on Oct. 5 by the advocacy group Groundwork Collaborative, titled “The Walmart Watchtower,” says Walmart has filed patents for technology that could personalize the price each shopper sees. The patents describe data collection that ranges from a customer’s music playlists to their credit‑report information.

Groundwork argues that the patented system would let Walmart set different prices according to personal traits. For example, the report says new parents might be charged more for baby items, and a shopper’s cart could trigger higher prices on related products, such as charging extra for mayonnaise when tuna is already in the basket.

Walmart’s executive vice president of corporate affairs, Dan Bartlett, replied on X and on the company’s website the same day. He called the accusations “mischaracterizations,” insisted that Walmart will not pursue dynamic or personalized pricing, and added that the retailer does not use AI to up‑charge customers, specifically mentioning its in‑house AI assistant “Sparky.”

Groundwork’s president and CEO, Lindsay Owens, countered that Walmart is sending contradictory messages to shoppers, investors and the USPTO.