Delta is using AI-priced tickets to charge the most you’ll accept

Fortune reports that Delta Air Lines will be doing away with fixed fares on its flights altogether and will instead start using AI to individualize its fare offers on a per-passenger basis. It’s one move as part of a long-term strategy to boost profitability.

AI will determine the highest possible price that each individual passenger is willing to pay for their flight ticket. Delta has been piloting the new pricing strategy over the last year, with 3 percent of the airline’s fares being set by AI.