Delta Air Lines is currently testing artificial intelligence tech to set airfare prices.
It is testing AI to dynamically price airfares on 3% of its domestic network, which could progressively increase to as much as 20% of flights by the year end.
The new AI pricing tool is developed by Israeli tech firm Fetcherr.
The AI pricing model predicts airfares based on real-time demand.
Delta President Glen Hauenstein confirmed AI-powered pricing is live and plans are in place to increase its coverage to up to 20% of fares.
AI airfare pricing also enables more personalized adjustments based on search and travel history, as well as overall real-time demand.
