Walmart has pledged it will never use personalised or surge pricing, even as it rolls out artificial intelligence across its stores and app.

Chief executive John Furner said prices would not vary by a shopper’s identity or the time of day. The commitment covers the retailer’s AI shopping assistant, Sparky, and its digital shelf labels.

The pledge comes as US shoppers grow wary of dynamic pricing. Consumer advocates have warned that AI and electronic labels could let retailers quietly raise prices during peak hours.

Walmart, the world’s largest retailer, says the technology will be used to improve convenience, not to squeeze more from customers. Analysts say the public promise is also a competitive move against Amazon.

The announcement was reported by the Associated Press and Barron’s. For now, Walmart’s prices will stay the same whether you shop at dawn or at midnight.