Overview

• In a letter to Senators Ruben Gallego, Mark Warner and Richard Blumenthal, Delta asserted it has never used and will not use AI to target individual customers with personalized fares based on personal data.
• Delta plans to expand its AI-assisted revenue management from roughly 3% to 20% of U.S. domestic routes by the end of 2025 through its partnership with tech provider Fetcherr.
• Consumer advocates warn that opaque pricing algorithms could infer sensitive customer information and lead to unfair fare disparities for vulnerable travelers.
• American Airlines CEO Robert Isom has publicly rejected similar AI-based pricing methods, saying his airline will not employ individualized AI pricing to maintain consumer trust.
• Fetcherr’s earlier website claim of “hyper-personalization” of fares has drawn scrutiny under emerging regulatory proposals and FTC guidelines on discriminatory pricing practices.