Booking your last minute summer getaway? Delta recently revealed to what extent it’s using artificial intelligence to set ticket prices. And while this is just the beginning of the AI revolution in pricing, here’s some insight into how it’s working so far, and may expand to other industries in the future.

What happened?

Delta recently made headlines, sparking backlash from consumer groups and concern from Congress, when president Glen Hauenstein revealed in the airline’s latest earnings call it’s currently using AI for 3% of domestic pricing, with the goal of about 20% by the end of the year.

“So, we’re in heavy testing phase. We like what we see. We like it a lot and we’re continuing to roll it out,” Hauenstein said. “But we’re going to take our time and make sure that the rollout is s

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