Delta’s personalized AI pricing tech is provided by travel firm Fetcherr, which also partners with Virgin Atlantic, Azul, WestJet, and VivaAerobus. In Delta’s case, the AI will act as a “super analyst” that operates 24/7 to determine custom ticket prices that should be offered to individual customers in real-time, per specific flights and times.

Prices are based on Delta’s internal data, such as historical bookings, as well as external variables like weather and market trends.

Delta Air Lines has begun to use AI to price tickets, charging people based on a calculation of what they should pay rather than a standard fare for all passengers.