Core Insights - Instacart is implementing AI-enabled pricing experiments that result in significant price discrepancies for identical products among different customers, with differences reaching up to 23% [1][2][6] Pricing Discrepancies - A family could potentially pay an additional $1,200 annually for groceries due to these pricing differences, exacerbating the grocery affordability crisis [2] - The pricing experiments are part of Instacart's strategy to help retail partners understand consumer preferences and identify areas for price adjustments [6][11] Research Methodology - The investigation involved simultaneous online shopping sessions with hundreds of volunteers across major grocery retailers, including Albertsons, Costco, Kroger, Safeway, Sprouts Farmers Market, and Target [4][6] - Volunteers compared prices for the same grocery items, and the data was analyzed to calculate average price differences [6] Company Responses - Instacart acknowledged the pricing tests but emphasized that they are short-term and randomized, aimed at understanding consumer preferences [6][12] - The company clarified that these pricing variations are not based on personal characteristics or supply and demand factors [12] Retailer Involvement - Target stated it is not affiliated with Instacart and does not control prices on the platform, while Instacart uses Target's publicly available prices as a baseline [8] - Instacart mentioned that it has concluded its pricing tests on the Target storefront during the review period [9]