31.07.2025 17:07:00
Дата публикации
Delta, one of the world’s largest airlines, has begun testing a system that uses artificial intelligence to set ticket prices based on customer behavior.
This move has sparked criticism from human rights advocates and digital ethics experts, who argue it could redefine the concept of a “cheap flight.” The system assesses how interested a customer is in booking and offers a price they’re likely willing to pay. The higher the need, the higher the cost — a practice known as dynamic pricing.
The algorithm may consider various factors: booking history, device type, time of day, and even battery level. All of these can influence the final price.
Delta claims it does not use personal data for individualized offers. According to company representatives, the AI analyzes demand, market conditions, and competition to forecast behavior.
However, the system still incorporates behavioral patterns, likely alternatives, and customer reactions to past pricing — raising concerns among rights advocates and analysts.
They warn that such technologies could eliminate the idea of a “fair price.” When everyone pays differently, a good deal becomes an illusion — especially for those unaware they’re being monitored.
Similar approaches are already used in other industries. Delivery platforms adjust driver pay based on “order fulfillment style,” and in healthcare, nurses’ salaries may be influenced by algorithmic decisions rather than qualifications or completed tasks.
Experts caution that widespread AI-driven pricing could radically reshape markets. Companies gain the ability to maximize profits by exploiting consumer vulnerabilities.
Some organizations call for a clear boundary between offering discounts and digital surveillance. Providing good deals is acceptable — but manipulating prices using behavioral data is ethically questionable.
Investigations reveal that AI pricing services are used by hundreds of brands — from grocery chains to fashion retailers — underscoring the scale and impact of the issue.
If such practices go unchecked, consumers may face a reality where prices depend not on the product, but on how “affluent” the algorithm thinks they are — potentially deepening digital inequality.
This move has sparked criticism from human rights advocates and digital ethics experts, who argue it could redefine the concept of a “cheap flight.” The system assesses how interested a customer is in booking and offers a price they’re likely willing to pay. The higher the need, the higher the cost — a practice known as dynamic pricing.
The algorithm may consider various factors: booking history, device type, time of day, and even battery level. All of these can influence the final price.
Delta claims it does not use personal data for individualized offers. According to company representatives, the AI analyzes demand, market conditions, and competition to forecast behavior.
However, the system still incorporates behavioral patterns, likely alternatives, and customer reactions to past pricing — raising concerns among rights advocates and analysts.
They warn that such technologies could eliminate the idea of a “fair price.” When everyone pays differently, a good deal becomes an illusion — especially for those unaware they’re being monitored.
Similar approaches are already used in other industries. Delivery platforms adjust driver pay based on “order fulfillment style,” and in healthcare, nurses’ salaries may be influenced by algorithmic decisions rather than qualifications or completed tasks.
Experts caution that widespread AI-driven pricing could radically reshape markets. Companies gain the ability to maximize profits by exploiting consumer vulnerabilities.
Some organizations call for a clear boundary between offering discounts and digital surveillance. Providing good deals is acceptable — but manipulating prices using behavioral data is ethically questionable.
Investigations reveal that AI pricing services are used by hundreds of brands — from grocery chains to fashion retailers — underscoring the scale and impact of the issue.
If such practices go unchecked, consumers may face a reality where prices depend not on the product, but on how “affluent” the algorithm thinks they are — potentially deepening digital inequality.
