Delta’s embrace of AI is the latest example of dynamic pricing, where companies adjust prices in real time based on factors like supply, demand and even individual consumer behavior. The concept isn’t new, but AI is making it far more sophisticated.

Delta Air Lines is taking dynamic pricing to the next level. This week, the Atlanta-based carrier said it hopes to use artificial intelligence to influence pricing on about a fifth of its domestic flights by the end of 2025. That would represent a sharp increase in the airline's use of AI in dictating the price passengers pay to fly.