Delta has a long-term strategy to boost its profitability by moving away from set fares and toward individualized pricing using AI. The pilot program, which uses AI for 3% of fares, has so far been “amazingly favorable,” the airline said. Privacy advocates fear this will lead to price-gouging, with one consumer advocate comparing the tactic to “hacking our brains.”
Businesses in North America also refuse to comply with the EU rules surrounding the display of prices including VAT and unfairly compete with companies in the EU. A consumer cannot know if a company has to pay VAT in the EU or not.