Share Delta’s AI Knows What You’ll Pay, And Charges It

Copy link

July 29, 2025

Delta’s AI Knows What You’ll Pay, And Charges It

11 minutes

Delta Airlines just made a bold AI move, and it could cost you. Literally.

In this episode of Leading Change in the Wild, I break down Delta’s controversial announcement: using AI to individually price airfare based on how much you’re personally willing to pay. That’s right...your seat price could soon be set by an algorithm that knows just how badly you need that flight.

What does this mean for the future of customer experience, digital trust, and responsible AI adoption?

In this episode, we explore:

What Delta’s CEO actually said during the earnings call

How this takes dynamic pricing to a whole new (creepy?) level

The backlash from senators and Reddit alike

What we can learn from other brands like United, American Airlines, and even Duolingo

Why this is a textbook example of just because you can doesn’t mean you should

As AI adoption accelerates, businesses need to ask: are we using technology to help people, or just to squeeze more out of them?

...more

View all episodes

By Ema Roloff