As AI Decides Air Ticket Prices, Fairness Remains a Question

When you refresh a flight search and see the fare jump within minutes, chances are it’s not a coincidence, but AI at work. Airlines around the world are increasingly relying on AI-powered systems to forecast demand, set fares and micro-target passengers. On a positive note, technology is bringing efficiency and fuller flights. At the same time, it is also raising concerns about the fairness and privacy of consumers. A month ago, United States transportation secretary Sean Duffy reportedly said there are concerns about the use of artificial intelligence to set personalised airline prices, echoing red flags brought up by three Democratic senators. “Airlines now feed machine-learning systems with far more than just historical bookings,” said Jaspreet Bindra, co-founder and CEO