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Delta won't use AI to determine personalized ticket prices

Delta Air Lines announced Friday that it would not use artificial intelligence in order to determine the personalized price of tickets for its passengers, following harsh criticism by U.S. legislators.

Last week, Democratic senators Ruben Galego, Mark Warner, and Richard Blumenthal stated that they believed the Atlanta-based carrier would use AI in order to set individual fares, which "would likely mean fare prices increasing up to each consumer's individual 'pain points'."

Delta plans to deploy AI revenue management technology on 20% of its domestic networks by 2025, in partnership with Fetcherr.

Delta informed the senators that it has never used, tested or planned to use a fare product that targeted customers with personalized prices based upon personal data. "Our ticket prices never take into account personal information."

(source: Reuters)