Delta Air Lines has faced criticism over its plans to use artificial intelligence (AI) for personalized ticket pricing, but the airline now says it will not use the technology for individual prices.
Democratic Senators Ruben Gallego and Mark Warner had expressed concerns that Delta would use AI to set fares based on passengers’ personal data. However, Delta stated in a letter that it has not used or plans to use AI for individualized pricing.
The airline did say it plans to deploy AI-based revenue management technology across 20% of its domestic network by the end of 2025, but this is different from using AI for personalized prices. Instead, the technology will be used to analyze data and respond to changing market dynamics.
Senators praised Delta’s decision not to use AI for personal pricing but asked for more information on what data the airline collects to set prices. American Airlines CEO Robert Isom has also spoken out against using AI in this way, saying it could hurt consumer trust.
A bill was introduced by Democratic lawmakers to bar companies from using AI to set prices or wages based on personal data. The Federal Trade Commission had previously cited examples of retailers using people’s personal information to set targeted prices.
Source: https://www.cnbc.com/2025/08/02/delta-air-assures-us-lawmakers-it-will-not-personalize-fares-using-ai.html