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.

Delta Air Lines is taking dynamic pricing to the next level. This week, the Atlanta-based carrier said it hopes to use artificial intelligence to influence pricing on about a fifth of its domestic flights by the end of 2025. That would represent a sharp increase in the airline's use of AI in dictating the price passengers pay to fly.

The airline touted a partnership with an AI-enabled revenue system as a step on the road to fully personalized ticket pricing, part of its goal to raise profit margins long-term.