Delta Air Lines is advancing its use of artificial intelligence to transform its ticket pricing strategy by the end of 2025. The airline plans to have AI determine 20% of its fares, a substantial increase from the current 3%, with the ultimate goal of eliminating static, fixed pricing altogether. This AI-driven approach will individualize ticket prices based on passenger profiles, demand fluctuations, and routes, effectively tailoring costs to what each customer can afford. The system operates similarly to a live stock ticker, continuously adjusting prices in real time. Delta’s strategy aims to boost profitability by maximizing revenue from individual passengers. While this move is seen as a significant shift in airline pricing, it has also raised concerns and criticism regarding fairness and the potential for predatory pricing practices. The rollout is part of a broader trend in the transportation sector toward dynamic pricing models enabled by AI technology.