What it means

For travelers, AI-driven “smart pricing” could normalise a market where no two customers see the same price, eroding trust in the fairness of airline fares and disadvantaging those less tech-savvy or financially secure. 

For society, it poses broader questions about the ethical use of AI in consumer interactions - where digital profiling could cross into manipulation. 

Regulators are now considering new rules to ensure algorithmic transparency and prevent what some have termed a “psychological arms race” between corporations and consumers.