Update: Since this lesson was posted, PBS News Hour has released a new segment, “How to beat AI-driven custom pricing.” This follow-up segment offers practical advice on how to protect yourself against AI-powered “custom pricing” and connects directly with the themes explored in this lesson.
NOTE: If you are short on time, watch the video and complete this See, Think, Wonder activity: What did you notice? What did the story make you think about? What would you want to learn more about?
SUMMARY
The next time you purchase an airline ticket online, there’s a chance the price was influenced by artificial intelligence. Delta Airlines is the first major carrier to begin using AI to set ticket fares, the latest development in an industry that’s been experimenting with different ways to adjust ticket prices in real time. Ali Rogin speaks with Reuters reporter David Shepardson to learn more.
View the transcript of the story.
News alternative: Check out recent segments from the NewsHour, and choose the story you’re most interested in watching. You can make a Google doc copy of discussion questions that work for any of the stories here.
WARM-UP QUESTIONS
- Who is David Shepardson, and what does he do?
- How is Delta using AI, according to Shepardson?
- Why is Delta using AI instead of a person according to Shepardson?
- What is one major concern people have about Delta's use of AI?
- When will this change in Delta's system take place?
FOCUS QUESTIONS
- How do you think airline companies will be affected by AI? Do you think many of them will follow in Delta's footsteps?
- How does this make you feel about AI? Do you think it's helpful? Does it make you nervous?
Media literacy: How does the use of AI affect the trust between airlines and customers?
WHAT STUDENTS CAN DO
Read this article about personalized pricing and discuss
- What is personalized pricing?
- How do you think AI will effect personalized pricing?
- What is your biggest takeaway on how to outsmart AI pricing?
Written by Payton Alfieri, PBS News Hour Classroom's intern and senior at Episcopal High School, and News Hour's Vic Pasquantonio.
