Delta, DAL, to eliminate set prices in favor of AI that determines how much you personally will pay for a ticket

As more people turn to AI for everything from couples therapy to debt repayment strategies, airlines are now tapping into the tech to set ticket prices.

Delta Air Lines, based in Atlanta, is among the first major carriers to publicly reveal its use of artificial intelligence in pricing strategy.

Last fall, the airline announced plans to experiment with AI by pricing 1% of its tickets based on what a customer might be willing to pay.

Now, according to The Points Guy, Delta is reportedly looking to expand the use of AI to help price fares on 20% of its domestic routes by year’s end.

The goal? Let AI do the heavy lifting when it comes to the complex—and often opaque—process of fare pricing.

On a recent earnings call, Delta shared that it plans to test this AI-driven pricing approach over the next 18 to 24 months. If the results are positive, the airline could adopt it more broadly, View From The Wing reports.

Ultimately, Delta says the move is designed with passengers in mind.

“It’s a full re-engineering of how we price, and how we will be pricing in the future,” said Delta president Glen Hauenstein. “[It’s to] get inside the mind of our consumer and present them something that is relevant to them, at the right time, at the right price,” he told View From The Wing.

Its customer-first focus may be one reason Delta landed on the 2025 list of best airlines.