Fetcherr is one of the prominent suppliers of AI-powered dynamic pricing, working with several airlines including Delta, Azul, Virgin Atlantic, WestJet, and Royal Air Maroc, according to Aviation Week. Delta has said it doesn't share personal customer data with Fetcherr.

Delta said that it's 'testing' AI pricing during its latest earnings call. A new white paper from its software partner, Fetcherr, explains what goes into the algorithm.

The airline has been working with startup Fetcherr to develop what executives have called a “super analyst,” capable of analyzing large volumes of data and setting fares more efficiently. Currently, AI influences about 3% of Delta’s (NYSE: DAL) domestic ticket prices, but the company expects that figure could rise to 20% by year-end.