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Delta Air Lines is expanding its use of artificial intelligence in pricing strategies. The Atlanta-based airline announced plans to utilize AI for setting prices on about 20% of its domestic flights by the end of 2025. This marks a significant increase from the current usage, where AI influences pricing on approximately 3% of Delta's domestic network.
Last fall, Delta disclosed that it had started incorporating AI into a small fraction of its bookings, initially affecting only 1% of the airline's operations. This information was shared during Delta's November 2024 investor day presentation.
Glen Hauenstein, President of Delta Air Lines, discussed this initiative during the company's second-quarter earnings call. "Our goal is to have about 20% by the end of the year," he said, describing the project as part of a "testing phase" with AI travel firm Fetcherr. He further stated, "We like what we see. We like it a lot, and we're continuing to roll it out."
