But Delta’s AI system, powered by Israeli company Fetcherr, digs much deeper into personal data. A system that uses AI for personalized or surveillance pricing could analyze everything from your web browsing activity to your income level and past purchase history.

AI will determine the highest possible price that each individual passenger is willing to pay for their flight ticket. Delta has been piloting the new pricing strategy over the last year, with 3 percent of the airline’s fares being set by AI. The results have been “amazingly favorable.”