Delta is using AI to charge some people more for tickets than others

We’re now deep into the AI era, where its use is expanding into all sorts of aspects of life. It’s not just about talking to ChatGPT or Gemini about your needs or using generative AI tools to create text, images, videos, and audio files. AI is increasingly being used by businesses to boost productivity, and we might not be thrilled about every aspect of that.

I’m not talking about AI stealing jobs, which is the biggest concern right now. Some companies are using AI to track users online and turn a profit. And it’s not just the usual suspects in ad-based businesses like Google and Meta.

Delta Air Lines is a prime example. The company has confirmed that it’s already using AI to sell plane tickets personalized to individual users. Delta aims to expand personalized fares from 3% to 20% this year.

That’s not great news for consumers. If Delta is using AI to create personalized prices and admitting it, others in the industry are probably testing similar systems. It likely won’t be long before other companies in the travel space adopt comparable pricing strategies.

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Delta is using AI to charge some people more for tickets than others originally appeared on BGR.com on Thu, 17 Jul 2025 at 11:42:00 EDT. Please see our terms for use of feeds.