Delta Denies Personalized AI Pricing Allegations

Delta Air Lines has denied allegations from U.S. lawmakers that it uses artificial intelligence to set personalized airfares based on individual customer data. In letters to Senators Ruben Gallego, Mark Warner, and Richard Blumenthal, Delta stated its AI tools, developed with Fetcherr, support analysts in forecasting demand and recommending fares based on market dynamics, not personal data. The airline emphasized a zero tolerance policy for discriminatory or predatory pricing, asserting that its ticket pricing is determined by competition and publicly available rules. Lawmaker scrutiny intensified after Delta revealed about 3% of its domestic flights use AI-driven pricing, with plans to expand to 20% by 2025. Delta also highlighted that dynamic pricing is a longstanding industry practice, not unique to AI adoption. Competitors such as American Airlines reiterated they do not use AI to set fares based on personal data.