AI @ Delta Air Lines

Delta significantly expanded AI-driven personalized fare pricing from 3% to 20% of tickets, using generative AI and foundational machine learning models (partnered with Fetcherr), aiming for dynamic, individualized pricing described as a "full reengineering." The strategy delivers 'amazingly favorable unit revenues' but spurred regulatory pushback and public debate about fairness, privacy, and transparency. Senator Mark Warner and others raised concerns about 'surveillance pricing' and consumer trust, with Delta denying the use of sensitive personal data for fare setting. This quarter marked a mature, large-scale in-production use of AI pricing and customer experience enhancements.

• Business Traveler USA: Delta Bets Big on AI for Ticket Pricing—But Is It Fair to Consumers?
• Forbes: Will Delta Airlines' AI Pricing Trigger A Customer Trust Crisis?
• PYMNTS: Senator Raises Alarm Over Delta Air Lines' 'Personalized' Pricing
• AFAR Magazine: Delta Is Using AI to Set Fares—What That Means for Travelers
• Reuters: Delta plans to use AI in ticket pricing draws fire from US lawmakers
• The Verge: Delta is using AI to set the maximum price you're willing to pay
• Fortune: Delta moves toward eliminating set prices in favor of AI pricing
• Delta News Hub: Delta responds to misinformation around AI pricing

Delta launched 'Delta Concierge,' an AI-powered digital assistant within the Fly Delta app offering personalized travel planning, rebooking services, and multi-modal transportation options. The airline completed cloud migration focusing on AI and data-driven customer experiences. The adoption of AI for pricing and personalized recommendations intensified, with partnerships (e.g., Fetcherr) for dynamic, individualized fares.

• Inc.com: Delta Just Announced Its Plan to Use AI to Solve the Worst Thing About Traveling
• Yahoo: Delta wants AI to fix your terrible airport experience
• Delta News Hub: Delta unveils AI-powered travel journey with new 'multi-modal' options
• Constellation Research: Delta Air Lines completes cloud migration with focus on AI and data-driven customer experiences

Delta enhanced customer support with a new AI-powered inbound call system that leverages machine learning to analyze preferences and behaviors, improving customer service responsiveness.

• Mighty Travels Premium: Delta Air Lines Enhances Customer Support with New AI-Powered Inbound Call System

Delta employs AI algorithms to analyze extensive historical flight, weather, and traffic data to optimize operations continually.

• PitchGrade: Delta Air Lines: AI Use Cases 2024

Delta expanded AI tools to improve employee experience via SAP's Talent Intelligence Hub and continued exploring AI for optimizing fleet and maintenance operations to minimize disruptions.

• ERP Today: Delta Air Lines takes flight with AI tools
• Simple Flying: AI: How Carriers Are Using Artificial Intelligence To Optimize Operations

Delta began experimenting with AI for pricing and reservations, aiming to improve response times and optimize fares. AI assists reservation agents by rapidly providing procedural information and pricing insights.

• Aviation Week Network: Delta Air Lines Begins AI Pricing Experiments
• Skift: Delta Is Using AI For Pricing and Reservations
• Forbes: How Delta Air Lines Uses AI

Delta publicly emphasized AI's role across its entire business, highlighting both internal operational uses and enhanced customer service capabilities. SAP partnership enhanced employee experience through AI-driven personalization.

• PhocusWire: Delta Air Lines on using AI throughout its business
• AirGuide Business: Delta Air Lines Continues AI Integration for Seamless Travel Experience
• SAP News Center: AI for Employee Experience at Delta Air Lines

Delta had already been leveraging AI for over a decade, notably using predictive fleet maintenance programs since 2003 to anticipate maintenance needs.

• Digital Data Design Institute at Harvard: Machine Learning and AI at Delta Air Lines