Delta Air Lines recently clarified its position regarding concerns expressed by some US lawmakers regarding the use of artificial intelligence to determine personalized airfares. The airline confirmed that it has never used such a process, emphasizing that AI is deployed to optimize responses to market conditions, but without the use of passengers’ personal data. This statement comes as price manipulation using AI raises concerns about transparency and consumer trust.Delta Air Lines and AI: Positioning on Personalized Pricing Delta Air Lines recently addressed concerns from US lawmakers regarding the use of machine learning to set personalized prices for its customers. In an official statement, the airline affirmed that it has never used AI to adjust fares based on consumers’ personal data. While AI promises to transform dynamic pricing through efficiency, none of the current methods rely on personalized fares based on personal information. The implications of technology for the aviation industry continue to be scrutinized by policymakers, for whom fare transparency is essential to maintaining consumer trust. Delta Air Lines Clarifies Its Position Delta Air Lines recently took the floor to respond to growing criticism regarding the alleged use of artificial intelligence to create personalized fares for its passengers. In a letter to U.S. senators, Delta unequivocally stated that it does not use, has not tested, and does not intend to use fare products that would exploit artificial intelligence. Customers’ personal data.Criticism from lawmakers and Delta’s response

U.S. senators, including Ruben Gallego, Mark Warner, and Richard Blumenthal, had expressed concern about the potential for misuse of the technology to raise prices to a level that is painful for individual consumers. In response, Delta reiterated its commitment to transparency, clarifying that the current AI-powered revenue management technology it plans to deploy with Fetcherr adjusts only to aggregate demand and market conditions, excluding any individual personalization.

The debate on AI and pricing The debate on dynamic pricing and personalization based on consumer behavior is growing, fueled by recent comments from American Airlines executives. Robert Isom, CEO of American Airlines, also expressed reservations about the risk of damaging consumer trust by using AI to set prices, emphasizing that it could be considered deception. Regulations Proposed by Lawmakers At the same time, lawmakers Greg Casar and Rashida Tlaib have introduced a bill that would prohibit companies from using AI to adjust prices or wages based on personal data. This legislation aims, in particular, to prevent fares from being raised after identifying specific personal circumstances, such as previous searches by the customer. Delta Air Lines’ Pricing Practices Historically, Delta, like other airlines, has used dynamic pricing strategies.

. This involves adjusting prices based on factors such as customer demand, fuel costs and competition, but these adjustments never take individual customer data into consideration.

The future of AI in aviationDelta’s letter highlights that the integration of new technologies like AI could significantly improve the efficiency of fare management. Indeed, with the acceleration of market dynamics, these technologies could enable a faster and more precise response to fluctuations . However, Delta emphasizes the importance of maintaining pricing that respects its customers’ personal data.

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