Delta plans to start to removing set flight prices and using prices personalized through AI, it's aiming for 20% of its ticket prices to be done this way by the end 2025.

The personalized pricing is done through a partnership with Fetcherr, an Israeli company that also counts Azul, WestJet, Virgin Atlantic, and VivaAerobus as clients, that has said “once we will be established in the airline industry, we will move to hospitality, car rentals, cruises, whatever.”

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