Core Insights - Instacart is under investigation by the Federal Trade Commission (FTC) for its use of AI-driven pricing tools that reportedly charge customers different prices for the same items [1][8] Pricing Practices - An investigation revealed that prices for approximately 75% of surveyed items on Instacart varied by up to 23% among users shopping simultaneously, potentially costing the average household an additional $1,200 annually [2][8] - Instacart claims that its pricing strategies are controlled by retail partners and that the company does not employ dynamic or surveillance pricing, but rather conducts randomized A/B testing [3][5] Regulatory Response - The FTC has expressed concern over the pricing practices reported in the media and has issued a civil investigative demand regarding Instacart's Eversight pricing tool, which is designed to help retailers test consumer reactions to different prices [4][5] Market Impact - Instacart's parent company, Maplebear (CART), has seen its shares decline by about 1% recently and has lost approximately 9% of its value since the beginning of the year [7]