Delta President Glen Hauenstein said during the carrier's Q2 earnings call this month that the airline has begun using AI to determine personalized ticket prices, setting about 3% of its fares today, with plans to scale that to 20% by the end of the year.

The technology uses interest in specific routes and flights, flight time and date, customer demand, the price of jet fuel.

Delta’s personalized AI pricing tech is provided by travel firm Fetcherr, which also partners with Virgin Atlantic, Azul, WestJet, and Viva Aerobus. In Delta’s case, the AI will act as a “super analyst” that operates 24/7 to determine custom ticket prices that should be offered to individual customers in real time, per specific flights and times.