Last year, Delta Air Lines announced it was testing out dynamic pricing on some flights using tools built by the tech company Fetcherr. And while the test was initially limited, executives from the company announced that 3% of flights now use AI pricing, and they hope to sell 20% of all tickets using a dynamic price by the end of the year.

The airline touted a partnership with an AI-enabled revenue system as a step on the road to fully personalized ticket pricing, part of its goal to raise profit margins long-term.

Let AI do it. People are turning to AI for couples therapy and money hacks to pay down debt — now, airlines are relying on it to set ticket prices. The Atlanta-based airline is one of the first of its kind to publicly announce its use of artificial intelligence.