Delta’s AI-Powered Pricing Now Covers 3% of Flight Inventory

In autumn 2024, Delta began piloting AI-powered pricing via Fetcherr on approximately 1 percent of domestic fares, aiming to tailor prices to what each customer is willing to pay. 

The platform constantly evaluates booking intent and demand to set personalized fares. According to Fetcherr, they use generative AI for airline revenue management.

By July 10, 2025, Delta confirmed that roughly 3 percent of domestic inventory is now priced with AI, with plans to expand to 20 percent by the end of 2025.

The goal is to blend traditional revenue management with real-time personalization into a unified offer management strategy.

Delta’s cloud migration earlier in 2025 enabled rapid AI integration, giving Fetcherr’s system the infrastructure it needs.

Regulators and consumer advocates are concerned about personalized pricing fairness and transparency. Delta keeps the initiative in a controlled testing phase to avoid undesirable outcomes like unfair fare hikes or customer backlash.

Cover photo by Nick Morales on Unsplash