Delta Air Lines assures U.S. lawmakers it won't personalize fares using AI

WASHINGTON — Delta Air Lines said on Friday it will not use artificial intelligence to set personalized ticket prices for passengers after facing sharp criticism from U.S. lawmakers and broad public concern

WASHINGTON — Delta Air Lines said on Friday it will not use artificial intelligence to set personalized ticket prices for passengers after facing sharp criticism from U.S. lawmakers and broad public concern.

Last week, Democratic Senators Ruben Gallego, Mark Warner and Richard Blumenthal said they believed 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 said it has not used AI to set personalized prices but previously 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 on Friday, seen by Reuters. “Our ticket pricing never takes into account personal data.”

Senators praised Delta’s commitment not to use AI for personal pricing but expressed many questions and want more details about what data Delta is collecting to set prices.