The Hill
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Will Delta Use AI For Price GOUGING On Airfares? | TRENDING
Posted
July 19, 2025
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July 19, 2025
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1:20Now PlayingWhat you pay for a Delta Air Lines ticket may soon depend less on timing and more on what an algorithm thinks you’re willing to spend.
About 3 percent of Delta’s domestic ticket prices are now determined by artificial intelligence (AI), with plans to raise that to 20 percent by year’s end, President Glen Hauenstein said on a recent earnings call.
In theory, hyperpersonalization meets customers where they are, offering a custom experience every time. But critics warn that the new pricing tactics may exploit rather than benefit consumers.
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