Delta will use AI to price flights - here's how it works

Artificial intelligence is continuing to transform the way we live – from helping people navigate relationships and finances to influencing job searches, shopping habits, and now, how we buy plane tickets. Delta Airines, one of the most prominent US carriers, is stepping into this new era by applying AI to one of its most complex operations: ticket pricing. In a move that could reshape the future of airline fare structures, Delta has announced plans to expand its use of AI to determine the cost of flying on a growing number of its routes.

The Atlanta-based airline initially rolled out AI-driven pricing on 1% of its ticket inventory last fall. This first test allowed prices to be set dynamically, sometimes based on how much a customer was willing to pay. Now, according to travel site The Points Guy, Delta is preparing to scale that effort. 

By the end of 2025, AI is expected to be responsible for setting ticket prices on up to 20% of the airline’s domestic flights. Delta has committed to testing this system over the next 18 to 24 months to evaluate its effectiveness – and if it performs as hoped, AI pricing could become a long-term fixture in the company’s pricing strategy.

Rather than relying solely on traditional revenue management systems, Delta sees AI as a tool to better understand customer behavior in real time. By analyzing booking patterns, demand signals, and individual preferences, the technology can present customized pricing options that feel more relevant – potentially increasing both customer satisfaction and revenue.

Delta’s customer-centric approach appears to be paying off in other areas too. The airline topped The Points Guy’s annual rankings for US carriers for the seventh year running and was also named the most reliable on-time airline in the country.

While the airline is optimistic about AI’s potential, it’s not without challenges. Some travelers may worry that personalized pricing could lead to higher fares for certain customers, or raise concerns about transparency in how prices are determined.

And not all recent news around Delta has been positive. Earlier this month, a flap from the left wing of a Delta flight traveling from Atlanta to Raleigh-Durham detached midair and landed in a North Carolina neighborhood. Fortunately, the flight landed safely. A Delta spokesperson confirmed the flap had 'evidently separated' during the flight, though no injuries occurred.

For now, most Delta passengers won’t see a major change in how they book flights. But as AI gradually takes over a larger share of pricing decisions, travelers may notice fare fluctuations that feel more tailored – or less predictable. 

Whether this shift leads to better deals or greater pricing complexity remains to be seen. What’s clear is that Delta is betting big on AI to help it stay ahead in a highly competitive industry – and other airlines may soon follow.