American Air Says AI Setting Fares Is ‘Bait and Switch’ Move (1)

American Airlines Group Inc.’s top executive blasted the use of artificial intelligence in setting air fares, calling the practice inappropriate because it could trick travelers.

“Consumers need to know that they can trust American,” Chief Executive Robert Isom said on a call with analysts after the company reported earnings. “This is not about bait and switch. This is not about tricking.”

CEO of American Airlines Group Robert Isom

Photographer: Samuel Corum/Bloomberg

Isom’s criticism of the practice echoes several members of the US Congress, who are pushing for answers from Delta Air Lines Inc. on its plans to use AI to help set pricing on as much as 20% ...