The report, “ Same Cart, Different Price: Instacart’s Price Experiments Cost Families at Checkout , ” analyzes live shopping data from more than 400 Instacart shoppers across four U.S. cities. The findings show many U.S. shoppers who order grocery pickup and delivery through Instacart are unknowingly enrolled in AI-enabled experiments that can... See more

Key report findings included:

• Almost three-quarters of grocery items that the report’s authors tested on Instacart showed different prices to different shoppers. Some items had up to five price points simultaneously. For instance, people shopping at a Safeway in Washington, D.C., saw a dozen Lucerne eggs listed at five prices: $3.99, $4.28, $4.59,

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To determine if Instacart is experimenting with pricing, and if so, just how costly it is for shoppers, Groundwork Collaborative, Consumer Reports, and More Perfect Union conducted an independent experiment involving 437 shoppers in live tests across four cities.