Delta Air Lines is expanding AI-driven dynamic pricing to set custom flight costs for each traveler, raising privacy concerns.

What 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% of Delta’s domestic ticket prices are now determined by artificial intelligence,

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.