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.

Prices are based on Delta’s internal data, such as historical bookings, as well as external variables like weather and market trends.

Delta Air Lines has begun to use AI to price tickets, charging people based on a calculation of what they should pay rather than a standard fare for all passengers. Delta said it is using AI to determine 3% of current fares charged and considers this method of pricing by personal stats to be "amazingly favorable.