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10h ago

Senators Demand Answers on Delta’s AI-Powered Personalized Fares

They have until August 4 to detail data inputs, algorithm training, privacy safeguards along with the planned scale-up of AI-based fares

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A Delta Air Lines plane at the Fort Lauderdale-Hollywood International Airport in Fort Lauderdale, Florida, on April 9, 2025.
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Overview

  • Senators Ruben Gallego (D-Ariz.), Richard Blumenthal (D-Conn.) and Mark Warner (D-Va.) wrote to Delta CEO Ed Bastian demanding answers by August 4 on the data inputs and safeguards underpinning the airline’s AI-driven fare model.
  • Delta is currently testing AI-based dynamic pricing on about 3 percent of its domestic network in partnership with Israel-based Fetcherr.
  • The airline plans to expand the system to cover 20 percent of domestic fares by the end of 2025.
  • Delta says its fares are publicly filed and based solely on trip-related factors, and it denies using individualized personal information to set prices.
  • Lawmakers and privacy experts warn that AI-driven individualized pricing could exploit sensitive consumer data to push fares toward each passenger’s maximum willingness to pay, risking discriminatory outcomes.