At first sight, the project may seem rather exciting. In fact, it could make the air ticket market totally unpredictable. Traditional fare structures would disappear. Probably in favour of personalised prices, calculated by algorithms fed by theIA.
A frightening revolution?
When it presents its results for the first quarter of 2025 to investors and shareholders, Delta has openly explained that it intends to step up its use of AI to transform the way it sets ticket prices. The aim is to tailor fares to customers in real time. By the end of the year, Delta expects to have 20 % of its tickets will be set according to AI-based criteria, compared with just 3 % today. This represents a threefold increase in less than a year.
The change marks a major departure from traditional pricing methods. Delta Chairman Glen Hauenstein described the move as a "complete rethink" of pricing. Each seat could eventually have a single price depending on the traveller and the time of purchase.
Delta's CEO compared the AI system to "a super analyst working continuously to calculate an optimal tariff. The initial results for the 3% are encouraging, with Hauenstein reporting " incredibly favourable unit revenues ".
Delta is the first major airline to speak out so openly about AI as a lever for future profitability. However, United Airlines has already indicated that it too is studying how AI could help it calculate its fares. Once Pandora's box has been opened, it's easy to imagine the potential repercussions for the US airline industry - before probably spreading to the rest of the world.
Tailor-made fares that are incompatible with a travel budget
Not everyone shares the airlines' enthusiasm. Consumer advocacy groups and US legal experts warn of the legal and ethical risks of using AI to set prices. " They try to read people's minds to find out how much they are prepared to pay "said Justin Kloczko of Consumer Watchdog in an article published by the magazine Fortune. " They literally hack into our brains "he added.
For years, airlines have applied variable prices depending on the time and channel of booking. But AI's ability to predict and constantly recalibrate considerably amplifies this model.
The disappearance of basic tariffs would also make it impossible to compare prices as is the case today. This is likely to fuel concerns about fairness and transparency. It could also cause confusion, particularly in the corporate world. How can you plan a travel budget if the air fare is offered on an individual basis?
Admittedly, AI algorithms are not legally authorised to use data such as gender or ethnic origin. But they could nevertheless use other information. For example, date of birth, geographical location, postcode or method of payment. And so offer a price. If AI becomes the "policeman" of airfares, governments will have to impose total transparency on the conditions under which fares are awarded. This is to ensure that consumers can monitor the system and, if necessary, take legal action in the event of abuse.
Some experts are already warning that, while personalisation can sometimes lead to discounts, it more often than not benefits the airlines.
Fortune points out that, according to preliminary research, low-income travellers could be the hardest hit by this unfair pricing. A study by Consumer Watchdog revealed that the best fares are often offered to the most affluent customers. While travellers on a more limited budget are offered more expensive tickets, with no real alternative.
Of course, the airlines adopting AI fares will claim that they are doing so "in the interests of the customer". But wouldn't it be more in the interests of airline profits?
