Globe Aware volunteers know how important fairness is. If AI started changing airfare prices based on who you are, would it affect your next trip? Find out if you should be worried on today’s blog.

AI Could Soon Decide What You Pay for a Plane Ticket

By Megan Johnson
Aug 20, 2025
SmarterTravel

Airfare pricing has always been a bit of a mystery—why does the cost of the same seat change from one traveler to another, or even from one search to the next? Now, some airlines are reportedly utilizing AI to create dynamic pricing that could change the cost of a ticket based on your personal data. Could your browsing history, location, or past purchases influence the fare that shows up for you? Here’s what you need to know.

From Dynamic Pricing to AI

Airlines have typically used dynamic pricing to determine airfare. Dynamic pricing takes into account factors like fare buckets (economy, business first class), demand forecasting, and seasonal fluctuations, all of which influence the price you find. New AI tools can expand these factors by processing more variables, like fuel prices, competitor fares, booking windows, and traveler behavior. Fast Company likes to describe this as “dynamic pricing on steroids.”

Delta First Airline to Test AI Airfare Pricing

Delta is the first airline to test this technology, having a “long-term strategy to boost its profitability by moving away from set fares and toward individualized pricing using AI,” according to an article in Fortune. AI now powers a fraction of Delta’s fares, and the airline hopes to reach 20% by the end of the year, with the ultimate goal of making all pricing AI-driven. When the news first came out, it was believed they would be “individualizing” the prices depending on who was looking. They received some backlash on this, and claim that “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.” While Dela may not be doing that, who is to say other airlines won’t? While Delta is the first airline to test AI pricing, it is doubtful they will be the last.

Consumer Fears on AI Pricing

Delta’s announcement of using AI pricing caused three U.S. Senators to send a letter to the airline, expressing concerns over consumer privacy. Surveillance pricing also raises the issue of fairness, especially if demographic data is used to calculate fares. As an article from the Northeastern Global News points out, “AI flight pricing, they say, could reduce transparency, enable discrimination and give companies too much power over what individuals pay.”

Should You Worry about AI Pricing in Airfares?

So the big question is, should you be worried about companies using your data to determine pricing? The short answer is we don’t yet know. AI is inevitable in almost every aspect of our lives, so it is nearly impossible that other airlines are not going to adopt AI in their pricing eventually. Legislators are trying to put regulations in place so your data remains safe, and thanks to the backlash Delta felt after they announced their AI pricing rollout, chances are any airline that tries to use your data will face the same fate.