Delta Air Lines recently faced scrutiny over its use of the AI tool Fetcherr in revenue management. Media reports suggested the airline might be using AI to set fares based on personal data, prompting concern from the U.S. Department of Transportation and a letter from three U.S. senators.
Delta has repeatedly denied these claims, stating it does not offer individualized pricing based on personal information. The airline emphasized that dynamic pricing has long been standard in the industry, and AI tools simply streamline existing processes.
Industry experts say AI in air pricing is not new, but it is becoming more sophisticated. Travel managers may need to monitor contracts and fares more closely as AI-driven systems analyze factors such as route demand, booking patterns, and search behavior — data already available from consumer interactions.
Some research also highlights the potential for AI agents to unintentionally “collude,” stabilizing fares to maximize revenue. While privacy concerns are limited, the technology raises questions about transparency and oversight.
For buyers, the message is clear: AI is transforming airline pricing, making fare structures more dynamic and complex. Understanding these tools is key to maintaining control over travel costs and ensuring fair, predictable outcomes.
Source: businesstravelnews.com