Instacart Scraps AI Pricing Test After Outcry Over Price Discrimination

Instacart is ending its AI-powered pricing tests, which resulted in some users seeing higher prices on certain products than others. The company now guarantees price parity for all its users on the platform.

“Now, if two families are shopping for the same items, at the same time, from the same store location on Instacart, they see the same prices - period,” the company wrote in a blog post on Monday. This move effectively scraps its controversial use of dynamic pricing, where algorithms adjust prices based on user-specific data.

The test used AI to offer multiple price points for the same grocery items at the same store. While potentially maximizing revenue for Instacart by charging what it thinks a user might be willing to pay, the practice was criticized as a form of digital price discrimination, creating an unfair and opaque shopping experience.

The change comes just weeks after a damning study from Groundwork Collaborative, Consumer Reports, and More Perfect Union exposed the practice. According to The Verge, the report quickly drew the attention of lawmakers, including Sen. Chuck Schumer (D-NY), who penned a letter to the Federal Trade Commission urging an investigation into the company's pricing strategies.