Ticket prices were already based on machine-learned algorithms. This is no different; they're just calling it AI, because investors want to hear that. There are entire organizations out there, across industries, which do this already (e.g., hotel prices) so this isn't simply Delta and/or airlines.

Yeah, prices have been dynamic for a long time. My method for getting better sats is buy the cheapest ticket that can be upgraded. Then, check for upgrade pricing daily. You'll see prices move all over day to day. Buy the upgrade if the price hits your threshold.

I've received a number of upgrades very reasonably priced this way. It also helps that airlines would rather sell the seats for small amounts than give away 'free' loyalty upgrades which keeps seats open.

I don't mind variable ticket prices as much as I mind PERSONAL ticket prices. Maybe it's an immature point of view, but if the airline is screwing everyone that's one thing, but if everyone else is getting a good deal except for me and I am subsidizing other tickets by paying more for my incompetence it feels worse.

> This is no different;

This is different. The personal price discrimination is what's new.

This is about individual pricing tailored to each customer though.

There has been a bit in that direction before, like hotel websites showing higher prices to users of Apple devices, but not individualized prices as far as I know.

There's a lot of haggling/negotiation that's gone on long before there was ML/AI but people in cultures where the price is the price (for most things) just don't like it. Some is more transparent than others.

Well aside from the difference mentioned in the title