[Delta Airlines](https://fortune.com/2025/07/16/delta-moves-toward-eliminating-set-prices-in-favor-of-ai-that-determines-how-much-you-personally-will-pay-for-a-ticket/?utm_source=emailoctopus&utm_medium=email&utm_campaign=%23235%20-%20ChatGPT%27s%20Squeeze%2C%20Agentic%20AI%20Wars%2C%20%26%20Gmail%20Shopping) is already doing it. The company is experimenting with AI technology that calculates what each customer is willing to pay based on demand, booking patterns, and individual behavior – and charges accordingly.
Only 3% of their fares are priced this way now, but they plan to grow that to 20%.
If it works for airlines, how long before ecom brands follow?
