Delta Air Lines is integrating artificial intelligence (AI) into its ticket pricing system to offer personalized fares to customers. This initiative, developed in partnership with the Israeli company Fetcherr, aims to tailor prices based on individual customer preferences and market conditions.
As of July 2025, Delta has applied AI-driven pricing to approximately 3% of its domestic flights, with plans to expand this to 20% by the end of the year. The AI system analyzes various factors, including booking trends, demand, and customer behavior, to determine optimal pricing for each passenger.
Delta's President, Glen Hauenstein, described the AI system as a "super analyst" working continuously to optimize pricing. He emphasized the airline's commitment to providing competitive prices and enhancing the customer experience through this technological advancement.
This move reflects a broader trend in the airline industry toward adopting AI and data analytics to improve operational efficiency and revenue management. By leveraging AI, Delta aims to offer more relevant and timely fare options, potentially reshaping how airline tickets are priced and sold in the future.