It can use personal data to identify pain points of each customer.

Booking a cheap flight takes effort. You compare, use alerts, consider your options, and then the price changes. In the world of complex and volatile ticket pricing, airlines are adding another layer to the process. The use of artificial intelligence to set prices has raised concerns about personal data usage: Will you pay more because the airline can see that you’re capable or willing to pay more? Lawmakers are worried that AI will lead to surveillance pricing and that customers will be exploited by companies. Delta—which is trying to expand its AI-driven model—is at the center of it.

There is reason for caution. Airlines are hardly transparent about pricing models. Since the 1980s, airlines have used dynamic pricing. Th

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