Delta Air Lines is using AI to set personalized ticket prices based on your booking history, loyalty status and browsing behavior, expanding from 3% to 20% of flights by year-end.

Scott Keyes argues that AI-powered dynamic pricing could introduce new complications—but could also help lower costs.

Last fall, Delta said it planned to use AI technology to price 1% of its tickets at whatever a customer was willing to pay. Now, reportedly, the airline is hoping to utilize AI to handle its ticket pricing on 20% of its domestic flights by the end of the year, according to The Points Guy.