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Delta will not use AI to set personalized ticket prices
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Delta will not use AI to set personalized ticket prices
Aug 1, 2025 10:29 AM

WASHINGTON, Aug 1 (Reuters) - Delta Air Lines ( DAL )

said Friday it will not use artificial intelligence to set

personalized ticket prices for passengers after facing sharp

criticism from U.S. lawmakers.

Last week, Democratic Senators Ruben Gallego, Mark Warner

and Richard Blumenthal said they believe the Atlanta-based

airline would use AI to set individual prices, which would

"likely mean fare price increases up to each individual

consumer's personal 'pain point.'"

Delta has said it plans to deploy AI-based revenue

management technology across 20% of its domestic network by the

end of 2025 in partnership with Fetcherr, an AI pricing company.

"There is no fare product Delta has ever used, is testing or

plans to use that targets customers with individualized prices

based on personal data," Delta told the senators in a letter

Friday seen by Reuters. "Our ticket pricing never takes into

account personal data."

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