A digital gas pump interface guides users through payment and fuel selection at an H-E-B station in New Braunfels on March 19, 2026.
Nicholas Hernandez/MySA
As gas prices continue to rise, many drivers are noticing something else at the pump, the experience itself is changing.
Across Texas, people are beginning to take a closer look at the gas pumps they use every day and, for some, the shift is hard to miss. What was once a simple, straightforward process has started to feel more like navigating a screen.
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MySA recently looked at the digital shift happening at H-E-B gas pumps. Instead of a few physical buttons, newer pumps are introducing large touchscreens, multiple prompts and built-in advertising. For some drivers, it’s a noticeable change to a routine they’ve done for years without much thought,and not everyone is sold.
A touchscreen gas pump at an H-E-B fuel station in New Braunfels on March 19, 2026, replaces traditional buttons with a tablet-style interface.
Nicholas Hernandez/MySA
Drivers in New Braunfels encounter touchscreen gas pumps on March 19, 2026, part of H-E-B’s ongoing rollout across Texas.
Nicholas Hernandez/MySA
Technology is increasingly becoming harder to avoid. From rising screen time across generations to the rapid expansion of artificial intelligence, this broader shift toward digital adoption is now appearing in unexpected places, including the gas pump.
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That kind of digital shift isn’t limited to one generation. A recent Washington Post article, “Are boomers the real iPad babies? Why Grandma and Grandpa can’t seem to stop scrolling,” draws attention to changing technology habits among older adults, citing data from the Pew Research Center. According to a 2021 Pew survey, technology adoption among Americans 65 and older has grown significantly over the past decade.
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While 96% of adults ages 18 to 29 report owning a smartphone, that number is now 61% among those 65 and older, a notable increase that has narrowed the generational gap from 53 percentage points in 2012 to 35 points in 2021, according to PewResearch. Social media use has followed a similar trend, with 45% of adults 65 and older saying they use platforms like Facebook or Instagram, up roughly fourfold since 2010.
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At the same time, concerns about screen exposure, particularly among children, are gaining traction. Schools across the country are debating screen time limits, backed by national health studies examining its impact on development. But younger generations may not be the only ones affected, as digital interfaces continue to expand into everyday environments.Â
H-E-B noted to MySA that the installation of these pumps began in 2022 as more are expected to appear at existing and new fuel stations. In a MySA callout, some pointed to how the technology can complicate what used to be simple.
“Unnecessary and just another way for them to advertise while they have us trapped at the pump,” wrote Alia Kunkel in a Facebook comment.
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“Remember when they told us if we used our cell phones while pumping gas the car would blow up? And they just turned the whole pump into a giant cell phone,” Lauren McCarty wrote.
“Like all touchscreens, they can be finicky,” added Dawn Tompkins.
Octane grade selection buttons are displayed on a gas pump at a station in downtown San Antonio.
Emma Weidmann/MySA
Some drivers say the added features just slow them down.
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“New? Thought this was the norm. It’s actually really annoying. Too many buttons, just let me hit no receipt, gas I want, pump and go. Absolutely unnecessary,” Aimee Gold wrote.
Still, not all reactions are negative. In a separate Facebook post from January, the travel group Girls On Global Adventures shared a different perspective after stopping at an H-E-B in the Houston area.
“$2.959 per gallon for diesel — the cheapest we’ve gotten so far,” the group wrote. “Texas fuel prices really said we got you, and the fully digital, modern pump just sealed the deal.”
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While rising gas prices remain top of mind, many people are also observing how even routine tasks, like filling up a tank. are being reshaped by new technology.