Delta’s AI Pricing Just Gave Everyone a Middle Finger… Politely and (Kind Of) Predatory

Leave it to Delta to go against the grain and piss off every “data sensitive” hugger in existence. Why? Because it appears they’re now using AI to help price airline tickets. Not all tickets… just 3% of domestic flights for now. But they’ve made it clear that’ll rise to 20% by next year. Bigly. 

(Source: Imgflip) 

In short, the tech comes from a company called Fetcherr, which is basically applying high-frequency trading logic to airfare. Their system analyzes your device, your browsing patterns, your timing, your zip code… anything short of your Social Security number and DNA… and guess what you’re most likely to pay without walking way. Of course, Delta insists it’s not using personal data. And technically, they’re right. It’s not “personal”... it’s just hyper-targeted, behavioral surveillance built on a mountain of quietly collected data, presumably from either Google or Zuck’s book of secrets. 

(Source: Wall Street Journal) 

For more context, think: Think “AI knows you bought compression socks and a neck pillow at 1 a.m.” personalized. Translation: This is surveillance capitalism in the sky, where the price you pay depends less on supply and demand and more on how pathetic your browsing history looks to a machine.

The company is betting that passengers won’t notice. Or if they do, they won’t care. But the implications are simple: prices will rise for people with less time, less flexibility, or more urgency. Business travelers, parents booking holiday trips, anyone who searched twice for the same destination, congrats you big spender… you’re now flagged as a “willing-to-pay” customer, and Delta is licking their chops on getting in your wallet. 

(Source: Giphy) 

Naturally, lawmakers are already having a hayday with this. A few senators sent a letter calling out the privacy risk and hinting at price discrimination. Three senators… Blumenthal, Warner, and Gallego… have already fired off a concerned letter, warning that AI fare systems “will likely mean price increases up to each individual consumer’s personal ‘pain point.’” That’s not fearmongering. That’s literally how dynamic revenue models work: squeeze until the customer breaks or books. 

Which is why, they aren’t technically wrong to worry. Because again, when a machine gets good enough at predicting pain tolerance, it doesn’t need to know who you are to bleed you slowly. Other airlines, of course, are pretending to be shocked. American Airlines said they would “never do that,” which is rich coming from an industry that once charged $200 to change a typo LOL. It’s like watching a pickpocket accuse a shoplifter of low morals.

(Source: Giphy)

What’s more is that Delta’s not alone in bed with Fetcherr either. Virgin Atlantic, WestJet, Azul, and Viva Aerobus are all listed clients. And to be fair, it’s not all gouging and gloom. Budget flyers with flexibility and incognito mode on their side might snag deals designed to fill planes. Frequent fliers might see “loyalty rewards” pop up when the system decides you deserve a bone. But if you’re a business traveler who books on Tuesday at 4:30 p.m. from a MacBook… the eyes of Delta are now on you. 

But alas, this is where it’s headed. Not just AI setting prices, but AI learning which type of customer caves fastest. It’s not personal, but it is kinda, sorta predatory in it’s own way. Which is why until the FTC decides to step in with some actual rules… we’re all just negotiating against a machine that already knows you’ll lose. Until next time, friends…

At the time of publishing, Stocks.News does not hold positions in companies mentioned in the article.