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The Independent UK
The Independent UK
Katie Hawkinson

Delta moving away from set fares and towards personalized price plan using AI

Delta Fortune Delta Air Lines
Delta Air Lines wants to use AI to determine ticket prices in real-time. Some say it could drive up prices for consumers - (AFP via Getty Images)

Delta Air Lines is moving away from static prices towards individualized pricing decided by artificial intelligence, Fortune reports.

The airline company wants to do away with static pricing altogether and instead charge customers based on the particular flight they want to take at a particular time. By the end of the year, the company wants to have 20 percent of all ticket prices individually determined by AI, Delta President Glen Hauenstein said. The airline is currently pricing about 3 percent of tickets with AI.

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