Delta Air Lines is under intense scrutiny as it navigates the controversial use of artificial intelligence (AI) in setting ticket prices. Despite assurances to U.S. lawmakers denying the personalization of fares using AI, criticisms have surged regarding the potential implications for consumers, particularly around fairness and privacy. The airline is accused of employing dynamic pricing strategies that could lead to inflated costs for wealthier travelers. Legislators and consumer advocates express concerns over possible price gouging and exploitation, pushing for regulatory measures. Amidst backlash, Delta claims it has not used personal data for fare determination and continues to face questions about its pricing practices.