Delta Air Lines is set to discard fixed fares, opting for AI-driven personalized ticket pricing for passengers to boost its profits. This strategy involves determining how much each individual is willing to pay, which has shown “amazingly favorable” results during tests on 3 percent of fares over the past year.
By the end of 2025, the airline aims for AI to dictate 20 percent of its pricing, hoping for complete automation of ticket costs. However, Delta’s approach has faced backlash from consumer advocates in California who argue it could manipulate customer choices. Despite this, regulations enforce adherence to laws that prevent discriminatory pricing based on factors like gender or ethnicity.
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