Fetcherr is one of the prominent suppliers of AI-powered dynamic pricing, working with several airlines including Delta, Azul, Virgin Atlantic, WestJet, and Royal Air Maroc, according to Aviation Week. Delta has said it doesn't share personal customer data with Fetcherr.

Delta said that it's 'testing' AI pricing during its latest earnings call. A new white paper from its software partner, Fetcherr, explains what goes into the algorithm.

Delta's long-term strategy to boost profitability involves moving away from set fares in favour of individualized AI-determined pricing.