Forget the "AI" label, this has been a goal of pricing people for ever. Who knows how good they are at it (note: used to work for a consulting company that specialized soley in pricing)

Somewhere in there, there's a model trying to estimate your willingness to pay and then present you with that price. What I don't know what other data they will use, it seems to me like a critical piece would be your previous purchase behavior (assuming it's personalized). But also your behavior of selecting other airlines because of price. So ... if Delta has access to all your airline purchases not good. If they don't, maybe an agent (human, code, whatever) can game the system, searching for airfare, starting the purchase process and then abandoning.

[edit: spelling]