Delta Air Lines Denies Using AI for Flight Pricing Amid Congressional Criticism

Delta Airlines denies using AI to set flight prices after facing criticism from congressional lawmakers. The carrier states that its ticket prices are driven by market dynamics and competition, and it has never used individualized prices based on personal data. Delta is, however, evaluating AI-based revenue management technology to assist analysts with pricing and forecast demand for certain routes and flights.

Delta Air Lines (DAL) has clarified its stance on the use of artificial intelligence (AI) to set personalized ticket prices, following criticism from U.S. lawmakers. The Atlanta-based airline has stated that it will not use AI to target individual consumers with personalized fares based on personal data.

The clarification comes in response to concerns raised by Democratic Senators Ruben Gallego, Mark Warner, and Richard Blumenthal, who had expressed fears that Delta might use AI to set fares up to each individual consumer's "pain point." Delta has maintained that its ticket pricing strategy is driven by market dynamics and competition, rather than individual consumer data [1].

Delta has outlined its plans to deploy AI-based revenue management technology across 20% of its domestic network by the end of 2025, in partnership with Fetcherr, an AI pricing company. However, the airline has emphasized that this technology will not be used to set individualized prices. Instead, AI will assist analysts by reducing manual processes, accelerating analysis, and improving the speed and scale of pricing adjustments [1].

American Airlines (AAL) CEO Robert Isom has echoed these sentiments, stating that using AI to set ticket prices could hurt consumer trust. Isom noted that while AI can be used to improve revenue management, it should not be employed in a way that deceives or manipulates consumers [2].

Delta's approach to AI in revenue management aligns with the broader airline industry's use of dynamic pricing, which has been in place for over three decades. Dynamic pricing adjusts ticket prices based on factors such as overall customer demand, fuel prices, and competition, rather than individual consumer data [1].

In conclusion, Delta Air Lines has reassured lawmakers and consumers that it will not use AI to set personalized ticket prices. Instead, the airline plans to leverage AI to enhance its revenue management capabilities, focusing on market dynamics and competition.

References:
[1] https://www.reuters.com/business/delta-air-assures-us-lawmakers-it-will-not-personalize-fares-using-ai-2025-08-01/
[2] https://nypost.com/2025/08/01/business/delta-air-lines-says-it-wont-use-ai-to-set-ticket-prices/