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.

Prices are based on Delta’s internal data, such as historical bookings, as well as external variables like weather and market trends.

Although Delta's AI pricing could increase competition in the airline industry, Slover expects that companies using such pricing schemes are "all too likely" to be incentivized "to skew in the direction of higher prices" because of the AI pricing's lack of transparency.