A Delta Air Lines plane flows apart at Fort Lauderdale-Hollywood International Airport on April 09, 2025 in Fort Lauderdale, Florida.
Joe Raedle | Getty images
Delta airlines On Friday, he will not use artificial intelligence to fix the personalized prices of tickets for passengers after having faced strong criticisms from American legislators and great public concern.
Last week, Democratic Senators Ruben Gallego, Mark Warner and Richard Blumenthal said they thought that the Atlanta -based airline would use AI to fix individual prices, which would probably mean that prices of prices increased the point of pain “of each individual consumer ”.
Delta said that he had not used AI to set personalized prices, but previously said that she was planning to deploy an IA -based income management technology in 20% of its national network by the end of 2025 in partnership with Fetcherr, an AI price company.
“There is no price product that Delta has ever used, tests or plans to use who targets customers at individual prices according to personal data,” Delta told Senators in a letter on Friday, seen by Reuters. “Our ticket price never takes personal data into account.”
Senators welcomed Delta’s commitment not to use AI for personal prices, but have expressed many questions and want more details on the data that Delta receives to fix the prices.
“Delta tells their investors one thing, then turn around and talk to the public another,” said Gallego. “If Delta actually uses aggregated data instead of individualized data, this is good news.”
Delta refused to comment on Gallego’s declaration.
Senators quoted a comment in December by the president of Delta, Glen Hauenstein, that the price for fixing the AI of the carrier is capable of fixing prices according to a prediction of the “amount that people are ready to pay for premium products linked to the basic rates”.
Last week, American airlines The CEO Robert Isom said that using AI to fix ticket prices could affect consumer confidence.
“It is not a question of bait and switching. It is not a question of deceiving,” said ISOM during a call of results, adding “to talk about AI in this way, I do not think that it is appropriate. And certainly of the American is not something that we will do.”
Democratic legislators Greg Casar and Rashida Tlaib have introduced legislation to prohibit companies from using AI to fix prices or wages according to the personal data of Americans and specifically prohibit airlines from increasing individual prices after seeing a search for family necrology.
They cited a report by the Federal Trade Commission staff in January who noted that “retailers frequently use personal information from people to set targeted and personalized prices for goods and services – a person’s location and demography, to their mouse movements on a web page”.
The FTC cited a hypothetical example of a profiled consumer as a new parent who could intentionally represent thermometers for babies cheaper and collect behavioral details to predict the state of mind of a customer.
Delta said airlines have used dynamic prices for more than three decades, in which prices fluctuate according to various factors such as overall customer demand, fuel prices and competition, but not the personal information of a specific consumer.
“Given the tens of millions of prices and hundreds of thousands of roads for sale at any time, the use of new
A technology like AI promises to rationalize the process by which we analyze existing data and the speed and scale at which we can respond to the evolution of market dynamics, “said Delta’s letter.
