Last month, Delta President Glen Hauenstein announced to investors that Delta would expand its pilot program that uses artificial intelligence (AI) to maximize what individual consumers pay.

This has brought new attention to the potential for sellers to adopt bespoke prices, tailored to each customer based on their personal data.

Delta has subsequently insisted that it is not using AI to determine individual airfares, but merely to enhance the ways it has traditionally used dynamic pricing to adjust airfares to meet supply and demand generally. Though it is difficult to see how those traditional market pricing metrics could be so improved using AI as to warrant the accolades Hauenstein shared.

Still, concerns remain that targeted AI-powered pricing models will enrich sellers at co

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