Last year, Delta Air Lines announced it was testing out dynamic pricing on some flights using tools built by the tech company Fetcherr. And while the test was initially limited, executives from the company announced that 3% of flights now use AI pricing, and they hope to sell 20% of all tickets using a dynamic price by the end of the year.

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.