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.

In its latest earnings call, Delta said it’s been ‘testing’ AI pricing. A new white paper from its software partner, Fetcherr, explains what goes into the algorithm. Booking your last-minute summer getaway?

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.