What you pay for a Delta Air Lines ticket may soon depend less on timing and more on what an algorithm thinks you’re willing to spend. About 3% of Delta’s domestic ticket prices are now determined by artificial intelligence,

Prices are based on Delta’s internal data, such as historical bookings, as well as external variables like weather and market trends.

Delta’s personalized AI pricing tech is provided by travel firm Fetcherr, which also partners with Virgin Atlantic, Azul, WestJet, and VivaAerobus. In Delta’s case, the AI will act as a “super analyst” that operates 24/7 to determine custom ticket prices that should be offered to individual customers in real-time, per specific flights and times.