Delta Air Lines sparked controversy this week when President Glen Hauenstein revealed that the company was planning to expand its use of AI in setting prices. While the change is controversial, Hauenstein certainly thinks it will be good for Delta.

Delta Embraces Controversial Change to Ticket Pricing originally appeared on Parade. Delta Airlines is reportedly expanding its use of AI-driven dynamic ticket pricing—a move that has faced significant pushback online.

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.