Instacart’s AI quietly charges shoppers different prices for identical groceries
Instacart, the leading online grocery service, is using AI to charge different prices for the same items. A recent study found that these pricing experiments affect every shopper on the platform. Customers may pay up to 20% more without realising it, depending on their 'price sensitivity'.
The company has processed over 250 million orders in the first three quarters of 2025 alone. Its AI system adjusts prices based on individual customer behaviour, not real-time supply and demand. This means two people could see different costs for identical products, such as a dozen eggs priced between £3.99 and £4.79.
The findings highlight how Instacart’s AI-driven pricing impacts millions of shoppers across major grocery chains like Aldi, Costco, and Walmart. Without transparency, customers may continue paying varying amounts for the same products. The study estimates potential savings of £1,200 annually if shoppers avoid these price differences.
