{"id":272323,"date":"2025-07-18T15:07:20","date_gmt":"2025-07-18T15:07:20","guid":{"rendered":"https:\/\/www.europesays.com\/uk\/272323\/"},"modified":"2025-07-18T15:07:20","modified_gmt":"2025-07-18T15:07:20","slug":"delta-is-using-ai-to-set-the-maximum-price-youre-willing-to-pay","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/uk\/272323\/","title":{"rendered":"Delta is using AI to set the maximum price you\u2019re willing to pay"},"content":{"rendered":"

Delta Air Lines is leaning into dynamic ticket pricing that uses artificial intelligence to individually determine the highest fee you\u2019d willingly pay for flights, according to comments Fortune spotted<\/a> in the company\u2019s latest earnings call. Following a limited test of the technology last year, Delta is planning to shift away from static ticket prices entirely after seeing \u201camazingly favorable\u201d results.<\/p>\n

\u201cWe will have a price that\u2019s available on that flight, on that time, to you, the individual,\u201d Delta president Glen Hauenstein told investors in November<\/a>, having started to test the technology on one percent of its ticket prices. Delta currently uses AI to influence three percent of its ticket prices, according to last week\u2019s earnings call<\/a>, and is aiming to increase that to 20 percent by the end of this year. \u201cWe\u2019re in a heavy testing phase,\u201d said Hauenstein. \u201cWe like what we see. We like it a lot, and we\u2019re continuing to roll it out.\u201d<\/p>\n

While personalized pricing isn\u2019t unique to Delta, the airline has been particularly candid about embracing it. During that November call, Hauenstein said the AI ticketing system is \u201ca full reengineering of how we price and how we will be pricing in the future,\u201d and described the rollout as \u201ca multiyear, multi-step process.\u201d Hauenstein acknowledged that Delta was excited about the initial revenue results it saw in testing, but noted the shift to AI-determined pricing could \u201cbe very dangerous, if it\u2019s not controlled and it\u2019s not done correctly.\u201d<\/p>\n

Delta\u2019s personalized AI pricing tech is provided by travel firm Fetcherr, which also partners with Virgin Atlantic, Azul, WestJet, and VivaAerobus. In Delta\u2019s case, the AI will act as a \u201csuper analyst\u201d that operates 24\/7 to determine custom ticket prices that should be offered to individual customers in real-time, per specific flights and times.<\/p>\n

Airlines have varied their ticket prices for customers on the same routes for many years, depending on a range of factors, including how far in advance the booking is made, what website or service it\u2019s being booked with, and even the web browser the customer is using. Delta is no exception, but AI pricing looks set to supercharge the approach.<\/p>\n

Delta has taken heat for charging customers different prices for flights, having rolled back the decision to price tickets higher for solo-travelers<\/a> compared to groups in May. It\u2019s not entirely clear how invasive Delta\u2019s AI ticketing will be when it analyzes customers to figure out prices, but Fortune notes<\/a> that it has privacy advocates concerned.<\/p>\n

\u201cThey are trying to see into people\u2019s heads to see how much they\u2019re willing to pay,\u201d Justin Kloczko of Consumer Watchdog told the publication. \u201cThey are basically hacking our brains.\u201d Arizona Senator Ruben Gallego described it as<\/a> \u201cpredatory pricing\u201d that\u2019s designed to \u201csqueeze you for every penny.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Delta Air Lines is leaning into dynamic ticket pricing that uses artificial intelligence to individually determine the highest…\n","protected":false},"author":2,"featured_media":272324,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3163],"tags":[323,1942,12,326,53,16651,16,15],"class_list":{"0":"post-272323","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-artificial-intelligence","8":"tag-ai","9":"tag-artificial-intelligence","10":"tag-news","11":"tag-tech","12":"tag-technology","13":"tag-transportation","14":"tag-uk","15":"tag-united-kingdom"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@uk\/114874865749894973","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/272323","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/comments?post=272323"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/272323\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media\/272324"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media?parent=272323"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/categories?post=272323"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/tags?post=272323"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}