Delta has a long-term strategy to boost its profitability by moving away from set fares and toward individualized pricing using AI. The pilot program, which uses AI for 3% of fares, has so far been “amazingly favorable,” the airline said. Privacy advocates fear this will lead to price-gouging, with one consumer advocate comparing the tactic to “hacking our brains.”
(emphasys mine)
Financially, giving the higher price to those who have fewer options is exactly “what it should be” so it makes sense that a pattern finding algorithm trained to find patterns in user data that indicate they are likely to agree to higher prices, produces such a result.
It’s Ethically and Morally that this is the very opposite of “what it should be”.