Delta’s personalized AI pricing tech is provided by travel firm Fetcherr, which also partners with Virgin Atlantic, Azul, WestJet, and VivaAerobus. In Delta’s case, the AI will act as a “super analyst” that operates 24/7 to determine custom ticket prices that should be offered to individual customers in real-time, per specific flights and times.

About 3 percent of Delta’s domestic ticket prices are now determined by artificial intelligence (AI), with plans to raise that to 20 percent by year’s end, President Glen Hauenstein said on an earnings call last week.

The airline touted a partnership with an AI-enabled revenue system as a step on the road to fully personalized ticket pricing, part of its goal to raise profit margins long-term.