Delta’s dynamic AI pricing plan sounds different now

Delta Air Lines is exploring an AI-assisted dynamic pricing model to enhance its existing fare pricing processes. However, the company has clarified that it does not use individualized pricing based on personal data, and it has a "zero tolerance" policy for discriminatory or predatory pricing. The AI-powered pricing functionality is designed to provide informed insights for Delta's analysts, who then fine-tune the recommendations to ensure they are consistent with the company's business strategy. The technology is being evaluated and is not yet fully implemented, with plans to deploy it to around 20% of Delta's domestic network by the end of the year. Delta has responded to concerns raised by lawmakers, stating that the AI technology is a decision-support tool that helps the company respond to competitors' pricing and overall buying trends, rather than targeting individual customers with personalized prices. The company also emphasizes that it does not share personal information with the AI vendor, Fetcherr.