Delta Using AI To Set Prices Based On What Each Flyer Can Afford

If you’ve ever paid more than your friend for the exact same Delta flight, the reason might be something much smarter and high-tech than just happening by chance because the culprit is artificial intelligence, as per a report.

Delta Air Lines is in the process of using a powerful AI-driven pricing system that could make airfare more personalized than ever before.

During the company’s 2024 Investor Day and the second-quarter 2025 earnings call, Delta President Glen Hauenstein revealed that Delta Air Lines is currently using an AI pricing tool on 3% of domestic flights and now plans to expand it to 20% by the end of the year, according to the report.

The AI technology, which is developed by Israeli tech company Fetcherr, is designed to predict exactly how much a customer is willing to pay and set ticket prices accordingly, as reported by Investopedia.

Hauenstein described the new AI tool as a “super analyst” that never stops working, according to the report. It doesn’t just look at supply, demand, or travel dates, instead, it analyses data to predict each individual customer’s maximum acceptable price, as per the report.

“The more cases we give it, the more it learns,” Hauenstein said during Thursday’s earnings call, reported Investopedia. While still in a heavy testing phase, the AI is already shaping pricing decisions and will become a central part of Delta’s future strategy, as he even said at the company’s Investor Day in November that it is ushering in “a full reengineering of how we price,” as quoted by Investopedia.