Delta Air Lines has begun to use AI to price tickets, charging people based on a calculation of what they should pay rather than a standard fare for all passengers. Delta said it is using AI to determine 3% of current fares charged and considers this method of pricing by personal stats to be "amazingly favorable.

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

Delta Air Lines is taking dynamic pricing to the next level. This week, the Atlanta-based carrier said it hopes to use artificial intelligence to influence pricing on about a fifth of its domestic flights by the end of 2025. That would represent a sharp increase in the airline's use of AI in dictating the price passengers pay to fly.