Delta Air Lines, a prominent American airline, has introduced a groundbreaking pricing system that customizes ticket costs for individual customers, as reported by Fortune. This system is powered by artificial intelligence (AI), which analyzes user behavior to determine the maximum amount a customer is willing to pay for a specific flight.

Delta President Glen Hauenstein aims to increase the proportion of these "personalized" fares to 20% by the end of 2025. Currently, AI influences 3% of prices, a figure that has tripled in the past nine months. Delta is collaborating with Fetcherr, an Israeli company whose algorithms continuously calculate optimal price points. The airline's ultimate goal is to completely phase out fixed prices.

Experts caution that this approach could undermine equitable pricing. Prices will now reflect the amount the algorithm deems acceptable for a particular individual. Research indicates that more affluent customers may receive better offers, while lower-income individuals with fewer alternatives might face higher prices. Consumer advocates have labeled this practice "predatory pricing."

Delta asserts a zero-tolerance policy for discrimination and adherence to federal law but has not disclosed specifics regarding its protective mechanisms. Without a public fare registry, it remains challenging to monitor potential price gouging for specific groups. Delta is the first major airline to openly declare the widespread application of AI in its pricing strategies, although other carriers are also experimenting with AI in various operational areas.

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