(Reclaim The Net)—Delta Air Lines is experimenting with a new AI-powered pricing model that adjusts fares based on profiling individual customer data, rather than traditional factors like seat availability or time of booking.
This system, developed in partnership with Israeli tech company Fetcherr, is already being used on a small percentage of domestic flights, with plans to expand to one-fifth of all domestic bookings by the end of the year.
Instead of offering uniform prices for the same flight, the AI tool tailors fares by analyzing each traveler’s digital profile. This could include their purchase history, browsing behavior, and potentially even financial background.
While Delta has framed this as an innovation designed to maximize efficiency and revenue, it could reshape airfare pricing in troubling ways.
Delta President Glen Hauenstein acknowledged that about 3 percent of domestic flight sales have been made using this new AI model over the last six months.
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