Airtificial Intelligence,
Airline Reality — August 2025

Science fiction fantasy is now reality. You can “chat” with a computer powered with generative artificial intelligence (AI), get it to write an article, citing sources; transform it into a presentation or video; create music and pictures. You can get it to write the code to power a website, or build a program to scrape, or hack other websites. And now you can use the same technology to set prices for airline tickets.

Delta Air Lines caused controversy following its Q2 results, stating that it was trialling AI in partnership with Fetcherr’s engine — which it describes as providing “dynamic pricing”. Fetcherr was founded in 2019 with a mission to “break the glass ceiling of legacy”. It chose to specialise in airlines, despite lacking industry experience, with its three co-founders coming from algorithmic trading, e-commerce and advertising.