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 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 Air Lines is set to expand the use of artificial intelligence to determine airfare after testing a pilot program which used AI to set 3 percent of the airline’s airfare, but privacy advocates and government officials are concerned that it could lead to price hikes and discriminatory pricing.