this post was submitted on 17 Jul 2025
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Delta has a long-term strategy to boost its profitability by moving away from set fares and toward individualized pricing using AI. The pilot program, which uses AI for 3% of fares, has so far been “amazingly favorable,” the airline said. Privacy advocates fear this will lead to price-gouging, with one consumer advocate comparing the tactic to “hacking our brains.”

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[–] [email protected] 1 points 14 hours ago

Are we going to have to bring back haggling but now for digital purchases?

[–] [email protected] 35 points 1 day ago

Thank god for GDPR. We Europeans, according to GDPR article 22, have a right to object to automated decision making without having service denied.

[–] [email protected] 22 points 1 day ago

Time to fill the internet with posts about extremely cheap flights until the AI learns.

Example:

"Found a super cheap flight today! 10USD for a round trip to Japan from NYC!"

[–] [email protected] 32 points 2 days ago (2 children)

How long until they are found price-gouging people in certain demographics?

[–] [email protected] 17 points 2 days ago (2 children)

Somehow me think that AI will be used to increase prices where it can, but not the other way around

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[–] [email protected] 28 points 2 days ago* (last edited 2 days ago) (4 children)

Oh good. Then it will know I'm too broke to fly.

ETA The real joy will be when someone charts prices and notices nonwhites are disproportionately overcharged, for which Delta will be responsible during the class action lawsuit.

And saying but the algo / AI did it will be as useful as saying but that's the fault of our sales people who get commissions.

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[–] [email protected] 34 points 2 days ago (4 children)

you mean charge rich people more, poor people less or just charge desperate people more?

[–] [email protected] 58 points 2 days ago* (last edited 2 days ago) (4 children)

They left it until the very end of the article:

Early research on personalized pricing isn’t favorable for the consumer. Consumer Watchdog found that the best deals were offered to the wealthiest customers—with the worst deals given to the poorest people, who are least likely to have other options.

[–] [email protected] 14 points 2 days ago

Yeah when I started travelling on a generous business expense account I found that it was increasingly the case that I didn’t even need to charge things to it. Things just start becoming fucking free when you’ve got money.

[–] [email protected] 15 points 2 days ago
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[–] [email protected] 45 points 2 days ago (5 children)

I have an idea for a business: a browser with vpn. the catch is that the vpn connects to the poorest areas of the country you live in, and the browser reports your machine as the most crappy thing that can browse the web - which should result in low, low prices everywhere!

[–] [email protected] 45 points 2 days ago* (last edited 2 days ago) (4 children)

the catch is that the vpn connects to the poorest areas of the country you live in

A common mistake.

The High Price of Being Poor

You're going to get a worse deal if the airline thinks you're not going to be a repeat customer or part of a larger network of frequent fliers. The customers who get the best deals are the ones that airlines believe they will be able to collect money from routinely. If they have you pegged as someone who will only ever buy a ticket once or twice in their lives, they're going to try and sell you the worst possible seat at the highest possible price.

What you can expect as a poor buyer is debt-financing, bait-and-switch, and the worst kind of economy service at the highest marginal price point. Budget airline travel is miserable and AI isn't going to make the experience any better.

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[–] [email protected] 220 points 2 days ago (8 children)

Sooo... If you're broke, does it give you low prices vs someone who is rich?

Kidding, kidding. We all know they're going to be fucking the lower and middle income brackets hard as hell with this. As if we weren't already being milked dry, now they want to milk the very blood out of us.

My question is: What the fuck is the endgame? This shit isn't sustainable. Used to be that most companies were content with steady profits. The last 40+ years has shown us that simply generating a profit isn't enough, the profits must be constantly going even higher every quarter. But again, this isn't realistic or sustainable. So why the fuck has the entire world agreed to condone and enable this pathway that is ultimately doomed?

[–] [email protected] 119 points 2 days ago* (last edited 2 days ago) (15 children)

I was thinking the same thing, considering that I have less money to pay to fly my price should be lower, no? But the article ends on this note:

Early research on personalized pricing isn’t favorable for the consumer. Consumer Watchdog found that the best deals were offered to the wealthiest customers—with the worst deals given to the poorest people, who are least likely to have other options.

So basically the opposite of what it should be. I wouldnt mind individualized pricing if it meant Delta was robinhooding with their pricing model, but instead they are effectively using their pricing model to force out poorer consumers. Which makes sense from their perspective I suppose considering they can upsell more shit to people with more money.

As someone who lives in a top-wealth zipcode (as a working class person) I assume by next year this means I will no longer be able to afford to fly out of town…

Its starting to make sense why the GOP was working to ban regulation on AI use. This shit is blatantly unethical

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[–] [email protected] 16 points 1 day ago

This is already how it has worked forever and AI was not needed. Try it yourself using different devices or times of day.

[–] [email protected] 31 points 2 days ago (8 children)

Consumer protections when?

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[–] [email protected] 122 points 2 days ago* (last edited 2 days ago) (8 children)

So its gonna run a soft credit check on you and then give you a price?

You don't even need AI for that, and that'd be waaaaay cheaper to implement than AI.

...

A Delta spokesperson told Fortune the airline “has zero tolerance for discrimination. Our fares are publicly filed and based solely on trip-related factors like advance purchase and cabin class, and we maintain strict safeguards to ensure compliance with federal law.”

This is horseshit.

In Economics, the entire concept of setting specific prices for specific market demographics is literally called 'price discrimination.'

https://www.investopedia.com/terms/p/price_discrimination.asp

Advance purchase and different seating classes literally are price discrimination, third degree.

Frequent flyer discounts would be second degree.

Overall adjusting seat costs per flight based on how full or empty that flight is, is first degree price discrimination.

...

This is like a company that sells chickens saying 'we don't sell chickens.'

This is just gobsmackingly false, so blatantly so that it is actually funny.

Airlines entire fucking business models are based on inventing new forms and strategies of price discrimination.

...

What this asshat is saying is only even interpretable as true if what he means is 'we don't directly factor sexuality, age, disability, ethnicity, legally protected classes into our pricing model.'

They of course do this indirectly by pulling a whole bunch of your meta data and then accurately inferring those things, and then discriminating against you based on that.

It is laughably easy to get around US discrimination laws in this way, megacorps have been regularly doing this for at least decade now, both when it comes to you as a consumer, and you as a potential employee or renter.

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[–] [email protected] 31 points 2 days ago* (last edited 2 days ago) (2 children)

Making sure you pay the absolute most possible for everything you buy. Welcome to tyranny capitalism. You will be charged a poor tax in the form of optimised pricing exploitation.

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[–] [email protected] 24 points 2 days ago

Luigi Mangione, white courtesy phone. Luigi Mangione, white courtesy phone please.

[–] [email protected] 60 points 2 days ago (1 children)

Up next, Delta sales down 37%, ceo launches investigation

[–] [email protected] 45 points 2 days ago* (last edited 2 days ago) (3 children)

Delta CEO determined sales decline is related to customers calling in with complaints and the call center not handling them to their satisfaction. Fires entire call center staff and replaces with AI.

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[–] [email protected] 80 points 2 days ago (1 children)

Sounds illegal or certainly should be. I'm confident nothing will be done to stop them though. Frightening given I believe this to be one of the least evil US airlines.

[–] [email protected] 56 points 2 days ago

Yeah, this is literally discrimination based inherently on race, gender, etc., but it's going to be considered totally fine because the mystical AI is doing it.

[–] [email protected] 112 points 2 days ago* (last edited 2 days ago) (3 children)

That is a price fixing scam. It is why businesses are required to print prices. Altering pricing is prejudice and if it is not illegal, someone should suffer justice. This is as old as history itself. Delta is admitting to being a criminal organization. Never support the thieves and bandits stealing and looting. Never fly delta.

[–] [email protected] 54 points 2 days ago

Problem is that once Delta gets away with it, they'll all start doing it.

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[–] [email protected] 10 points 1 day ago

AI; checks your credit report and decides you aren't poor enough.

[–] [email protected] 35 points 2 days ago

Airlines and enshittification, what's new.

Happening right now with Southwest as well. In their infinite knowledge sw decided to remove what defined them: two free checked bags and cheap flights

Now there's a worse option called basic which has a shittier cancellation policy, no checked bags, and is more expensive than the previous budget tier

[–] [email protected] 52 points 2 days ago (6 children)

How long before someone finds a glitch that allows them to trick the A.I. Into letting them get free seats or book the entire plane, etc.

[–] [email protected] 46 points 2 days ago* (last edited 2 days ago) (2 children)

The Air Canada AI chatbot gave wrong policies to someone around bereavement flights, went to court, and Air Canada lost having to refund the ticket price difference.

They tried to claim they weren't responsible for the Ai.

https://www.cbc.ca/news/canada/british-columbia/air-canada-chatbot-lawsuit-1.7116416

So at least in Canada we have some precedent that if their AI pricing fucks up, it's their own fault.

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[–] [email protected] 21 points 2 days ago

Well then fuck delta.

[–] [email protected] 12 points 2 days ago (2 children)

AI does calculation

...processing...

Done!

Answer = 0$

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[–] [email protected] 30 points 2 days ago (1 children)

Here's who to hate this time around fellas

Delta accomplishes this pricing through a partnership with Fetcherr, a six-year-old Israeli company that also counts Azul, WestJet, Virgin Atlantic, and VivaAerobus as clients. And it has its sights set beyond flying. “Once we will be established in the airline industry, we will move to hospitality, car rentals, cruises, whatever,” cofounder Robby Nissan said at a travel conference in 2022.

[–] [email protected] 18 points 2 days ago

I wonder about these fuckers, like what is wrong with them. I totally understand theorising about this crap, it wouldn't be the first time I'd been down a line of thought purely thinking about "how could I maximise this" or "how could I solve this problem" but at some point I take a step back and "wait no, this is a horrendous idea" occurs to me. And then there's this twat who thinks "oh yeah, we should extract as much money from paying customers as possible and then we'll do it in other industries" and says it like they think everyone is going to think it's a good idea.

[–] [email protected] 17 points 2 days ago (1 children)

Does the AI know that it would have to pay me to fly Delta? Has it been trained on that data?

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[–] [email protected] 29 points 2 days ago (2 children)

THIS is why privacy matters. Big tech collects and sells all your data so they can use it against you. My model says your Mom is dying and you need to get there quick; oh man, you are gonna pay.

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[–] [email protected] 7 points 1 day ago

What's the point of money anymore, then? Let my personal ai agent pay for the ticket with the same funny money that delta wants to use.

[–] [email protected] 36 points 2 days ago* (last edited 2 days ago)

Please tell me that this is a secret plot by Amtrak officials to increase their ridership and bring high-speed rail across the US? Because if it is, I'll 100% support it!

[–] [email protected] 12 points 2 days ago (1 children)

I think we should pay for airfare by the pound. Honestly.

[–] [email protected] 9 points 2 days ago (1 children)

Brb, shredding for my next holiday, hoping to book in featherweight class.

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[–] [email protected] 23 points 2 days ago (2 children)

Woah.

From each according to his ability, to each according to his needs

This may be the true inverse of that statement. Automated for maximum efficiency/extraction.

Cyberpunk dystopic as fuck.

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[–] [email protected] 11 points 2 days ago (2 children)

Shit like this is just another reason that I won't fly. Fucking cunts.

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[–] [email protected] 14 points 2 days ago (5 children)

How the fuck is this legal, if true?

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[–] [email protected] 10 points 2 days ago (2 children)

Aren't there laws about this in that country? I seem to remember reading about that a while back.

[–] [email protected] 23 points 2 days ago (1 children)

laws? regulating a private company? thats ridiculous

[–] [email protected] 12 points 2 days ago

This is AMERICA we have the FREEDOM to pick one of 2 -3 companies that will take advantage of us and keep us in poverty 🦅

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