A couple weeks back I shared an article about Delta Airlines using genAI for ticket pricing. In short, I noted that price discrimination is hardly new – especially not for airlines – so while the practice may seem shady, it didn't start with genAI. (Nor will it end there!)

Delta has since shed more light on how it's using genAI for pricing and … what I said still holds. It sounds like they're using it as a (yet another) technology in their dynamic pricing system. I'd wager this is to augment or replace some ML/AI systems.

So, yes. Say what you will about price discrimination (aka dynamic pricing) but genAI is hardly a culprit here.