Delta tests AI-based ticket pricing amid fairness concerns

However, this new method has raised concerns about fairness and transparency. Arizona Senator Ruben Gallego described the practice as "predatory," suggesting it could lead airlines to charge the highest fare a passenger might accept. Consumer advocates worry that algorithm-driven pricing may not be transparent when two passengers receive different prices for the same flight without explanation.

Matt Britton, author of Generation AI, told Fortune: “For consumers, this means the era of ‘fair’ pricing is over. The price you see is the price the algorithm thinks you’ll accept, not a universal rate.”

While AI pricing could offer discounts when Delta needs to fill seats quickly or stimulate demand, its long-term success depends on traveler perception. Other industries have faced criticism for similar AI-based pricing strategies.

As Delta continues its test phase, it remains uncertain whether this approach will become standard in the industry or face resistance from consumers concerned about fairness.