By utilizing a new pricing engine from Israeli startup Fetcherr, which the airline claims can operate 24/7 and handle enormous amounts of data, Delta Air Lines is increasing the use of artificial intelligence to determine domestic ticket prices.

Fetcherr is one of the prominent suppliers of AI-powered dynamic pricing, and it already works 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.

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.