No Personalized Prices: Delta Responds to Concerns Over AI‑Driven Pricing

Delta Air Lines addressed mounting scrutiny over using artificial intelligence in fare pricing, assuring lawmakers and the public that its AI system does not use personal data to set individual ticket prices.

The move follows a letter from US senators questioning Delta’s plan to expand AI-powered pricing—currently used on 3 percent of domestic fares—to 20 percent by the end of 2025. Lawmakers warned of potential "personalized pricing" that could exploit consumer behavior.

Delta clarified that its AI, developed with tech partner Fetcherr, uses anonymized booking data and market trends, not customer identity or behavior. The system supports pricing decisions, but human analysts retain final control. The airline emphasized it does not discriminate or personalize prices based on user data.

Delta described the system as a decision-support tool. Its goal is to improve efficiency and stay competitive while maintaining transparency and fairness. Cardholder rewards, loyalty programs, and pricing structures remain unchanged.

Lawmakers are reviewing the issue. A proposed bill—the “Stop AI Price Gouging and Wage Fixing Act”—would ban the use of AI in pricing decisions that rely on personal data. Delta’s case has been cited as a driver for the legislation.

Cover photo by David Sypher on Unsplash