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.

There is no fare product Delta has ever used, is testing or plans to use that targets customers with individualized prices based on personal data,” the airline told senators Friday.

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.