Overview

• Delta is currently pricing about 3 percent of tickets with AI and aims to have 20 percent individually determined by year-end 2025 through a partnership with Fetcherr
• Executives describe the initiative as a full reengineering of pricing in a multiyear rollout intended to optimize revenue through individualized, real-time fare adjustments
• The airline says its fares are publicly filed and based on trip-related factors such as advance purchase and cabin class with strict legal safeguards to prevent discrimination
• Senator Ruben Gallego has condemned the plan as predatory pricing and vowed to block its rollout
• The Federal Trade Commission is studying whether individualized pricing could violate the FTC Act or harm consumers and privacy advocates warn that opaque algorithms risk eroding customer trust