Last year, Delta Air Lines announced it was testing out dynamic pricing on some flights using tools built by the tech company Fetcherr. And while the test was initially limited, executives from the company announced that 3% of flights now use AI pricing, and they hope to sell 20% of all tickets using a dynamic price by the end of the year.

According to a Fortune report, Delta is moving aggressively to let artificial intelligence determine what each passenger is individually willing to shell out for a ticket, with the goal of having 20% of all fares set this way by the end of the year.