Delta Responds to AI-Pricing Backlash: No ‘Individualized Prices Based on Personal Data’

In a letter to three senators, Delta said some of the conversation on its use of AI “has created confusion and misinformation.”

Delta Air Lines said Friday in a letter to lawmakers that it would not use AI to set individualized airfares following weeks of criticism.

“There is no fare product Delta has ever used, is testing or plans to use that targets customers with individualized prices based on personal data,” Delta said in a letter addressed to Senators Ruben Gallego, Richard Blumenthal, and Mark Warner.

The three senators had sent a letter to Delta CEO Ed Bastian last week asking for answers on how Delta collects customer data and how it uses that data to train an AI model. The concern is that Delta could leverage personal information — everything from browsing history and income to a personal crisis — to charge one