Delta CEO Ed Bastian says AI could boost profits by 50%, as airline tests AI-set fares on 3% of tickets. Bastian stated that AI could potentially move Delta's profit margin from around 10% to 15%, amounting to billions of dollars. The airline has been testing AI to determine ticket prices, with AI influencing 3% of its fares as of July 2025, aiming for 20% by the end of that year. Consumer advocates have raised concerns about the potential for individualized pricing based on personal data, though Delta maintains it does not use personal data for fare setting and complies with privacy laws.