US Lawmakers Raise Concerns Over AI Airline Ticket Pricing Practices

Airline controversies often make headlines, and recent weeks have seen no shortage of them. Southwest Airlines faced passenger backlash after a leaked survey hinted at possible changes to its Rapid Rewards program. Delta Air Lines also reduced its Canadian routes in July amid a travel boycott, prompting mixed reactions from U.S. states dependent on Canadian tourism. 

Now, a new and more contentious issue involving Delta has emerged—one that merges the airline industry’s pricing strategies with artificial intelligence (AI), raising alarm among lawmakers and regulators.

The debate centers on the possibility of airlines using AI to determine “personalized” ticket prices based on individual passenger data. 

Such a system could adjust fares in real time during searches and bookings, potentially charging some customers more—particularly those perceived as wealthier or in urgent need of travel—while offering lower rates to others. Factors influencing AI-driven pricing could include a traveler’s zip code, age group, occupation, or even recent online searches suggesting urgency, such as looking up obituaries. 

Critics argue this approach essentially monetizes personal information to maximize airline profits, while raising questions about fairness, transparency, and privacy. U.S. Transportation Secretary Sean Duffy voiced concerns on August 5, stating that any attempt to individualize airfare based on personal attributes would prompt

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