Delta’s “AI Pricing” Scandal: Are They Charging You More Based on Who You Are?
- Shalena
- Jul 27
- 3 min read
Y’all, buckle up—because Delta Air Lines is facing some serious turbulence, and this time it’s not weather-related. This seems like a scene straight out of a Black Mirror episode, Delta has started rolling out AI-driven ticket pricing. Yes, you read that right—artificial intelligence is deciding how much you should pay for your flight. And lawmakers are sounding the alarm, calling it everything from “creepy” to “predatory.”
Let’s get into it.
What Is AI Pricing?
Delta is using a new algorithm from an Israeli tech startup called Fetcherr to test out “personalized pricing” for your plane tickets. According to reports, this AI model considers all kinds of behavioral clues to decide just how much you’re willing to pay—and then serves you a price tailored to your wallet.
As of now, about 3% of Delta’s domestic flights are priced this way, but they plan to expand it to 20% by the end of 2025.
If this feels like airlines are watching your every move... that's because they kinda are.
How It Works (Allegedly)
The system looks at:
When and how often you book flights
Your device and browsing behavior
The urgency of your search (last-minute trips cost more, obviously)
Even your location and past purchase patterns
Now imagine two people searching for the same flight—but seeing two very different prices based on what the AI thinks they can afford or are willing to tolerate.
Make it make sense!
Why People Are Mad
Lawmakers, including Senators Ruben Gallego, Mark Warner, and Richard Blumenthal, are not here for it. They sent a letter to Delta demanding answers about the privacy implications and warning that this could open the floodgates to discriminatory pricing.
Senator Gallego even called it “predatory”—claiming it targets pain points to get the most money out of customers, especially those who are desperate or don’t have flexible travel options.
And here's the kicker: Delta says it isn't using any personal or sensitive data in this pricing model. But if the algorithm is tracking behavior to estimate what you’ll pay, does that even matter?
The Industry Fallout
Delta isn’t the only one dipping its toe into AI waters—but they’re the first to roll it out publicly at this scale. Other airlines are watching closely.
American Airlines CEO Robert Isom has already thrown shade, saying they won't stoop to Delta's level, accusing them of using AI as a bait-and-switch tactic that violates passenger trust.
Whew. The airline drama is real, and it’s all unfolding at 35,000 feet.
What This Means for YOU
This isn’t just a tech update—it’s a potential wallet snatcher. If Delta’s AI decides you're a high roller, you could be paying way more than the person sitting next to you.
And the scariest part? You may not even realize it.
So before you book that next flight, consider:
Clearing your cookies
Using a VPN
Comparing prices on multiple devices
Booking incognito
Because in this new world of AI travel, the price you see may not be the price you deserve.
The bottom line? This ain’t just about ticket prices. It’s about transparency, fairness, and whether Big Tech is creeping into our pockets again.
Delta says this is just "smart pricing."
But to a whole lot of travelers (and lawmakers), it’s starting to look like surveillance pricing—and we should all be paying attention.
What do YOU think? Should airlines be able to use AI to decide how much you pay for a flight? Drop your thoughts below.
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