❓WHAT HAPPENED: Instacart has been accused of contributing to inflated food prices by conducting AI-enabled pricing experiments that vary the cost of groceries for different customers by up to 23 percent.
👤WHO WAS INVOLVED: Instacart, Consumer Reports, Groundwork Collaborative, and several major U.S. grocery retailers.
📍WHEN & WHERE: The investigation took place over several months in 2025, involving grocery retailers across the U.S.
🎯IMPACT: Consumers face varying grocery costs, with potential annual cost swings of about $1,200 for a typical family of four.
A recent investigation by Consumer Reports and Groundwork Collaborative has revealed that Instacart is engaging in artificial intelligence (AI)-enabled pricing experiments, leading to different grocery prices for various customers. These discrepancies can reach up to 23 percent for the same items, with AI-powered algorithmic pricing possibly contributing to higher food prices across the nation.
The investigation involved a comprehensive analysis of Instacart’s pricing strategies, which are applied across major U.S. grocery retailers, including Albertsons, Costco, Kroger, Safeway, Sprouts Farmers Market, and Target. Instacart’s pricing experiments were confirmed by the company, though it claims the practice only affects a small portion of its retail partners.
Despite claims from Instacart that these pricing differences are small and negligible, the investigation suggests a broader impact on consumers, especially in light of the fastest increase in food prices since the late 1970s. The company has marketed its pricing experiments as “smart rounding,” aiming to optimize sales through algorithmic pricing.
Instacart’s algorithmic pricing efforts mirror those being implemented by larger retailers, such as Amazon and Walmart. However, experts warn that such practices could lead to “surveillance pricing,” where personal data influences individualized pricing strategies. This raises concerns over consumer privacy and fairness in pricing essential goods.
The investigation highlights the potential for significant cost variations for consumers, with some families potentially facing an annual cost swing of about $1,200. While economic data provided by producers largely shows that grocery prices have been falling since the start of 2025, consumers may still face higher prices due to retailer policies and practices.
Instacart markets its technology as being able to increase grocery store sales anywhere between one and three percent, while boosting profit margins from each consumer purchase by two to five percent.
Concerningly, algorithmic pricing largely goes unseen by consumers, who are unaware that the costs they face are manipulated based on AI analysis. While charging differing prices for the same item is not necessarily illegal, the use of algorithmic pricing does raise consumer protection and ethical questions.
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