Fetcherr, a Tel Aviv company, uses generative AI to set airline fares in real time. Delta Air Lines said in July 2025 that its system was pricing about 3 per cent of domestic fares, with a goal of about 20 per cent by the end of that year.
Founded in 2019 with about 50 staff, it raised a 42 million US dollar Series C in 2025 after a 90 million US dollar Series B. Its Large Market Model generates fares in real time; the Generative Pricing Engine sets fares and the Generative Inventory Engine allocates seats. Network and offer engines are on its roadmap.
WestJet, Royal Air Maroc, Viva Aerobus and Azul also run the pricing engine; Azul reports it covers more than 70 per cent of its network. Virgin Atlantic and Jet2 are named customers on the company's website.
Aviation AI deployments and updates
01 / Pilot
Delta pilot of Fetcherr AI pricing recommendations
Delta is piloting an AI pricing recommendation tool from Fetcherr and evaluating it in domestic and international test markets, according to a letter from Peter Carter, Delta's chief external affairs officer, to three US senators. The letter is dated 31 July 2025 and was published by Delta on 7 August 2025.
Delta calls the tool decision support: it aggregates purchasing data, forecasts demand for routes and flights and adapts to market conditions, and analysts oversee and fine-tune its recommendations. The letter states that Delta does not use personal data in pricing and has never used, tested or planned fares targeted at individuals, which the senators had raised. Delta has published no figure for the share of fares the tool influences, so that share in 2026 is unknown.
In June 2024 Fetcherr announced a partnership with WestJet to implement its generative-AI Large Market Model for pricing and inventory, Open Jaw reported on 11 June 2024.
Fetcherr partnered with Royal Air Maroc to implement its Generative Pricing Engine after winning the revenue-management category of the airline's Digital Open Innovation programme, Fetcherr announced on 28 September 2023. PhocusWire reported on 2 October that the airline was implementing the generative-AI pricing.
By early 2024 it was a pilot. Royal Air Maroc "is now piloting" the engine, Fetcherr chief executive Roy Cohen told Pulse 2.0 on 13 February 2024.
Azul became the first airline to pilot Fetcherr's AI-native demand-prediction and pricing technology in September 2022.
Fetcherr said on 8 December 2025 that more than 70% of Azul's network is now priced with its AI, generating over 3 million fare recommendations a year.
An AI-powered dynamic fare pricing engine built on Fetcherr's Large Market Model (LMM).
The problem it addresses
Legacy airline revenue management systems rely on rule-based pricing updated only a few times daily and cannot respond in real time to demand fluctuations, competitor moves, or external market variables. The GPE automates and accelerates fare optimization across an entire network at high frequency, reducing manual analyst workload and improving revenue capture.
Key features
Real-time fare generation triggered at the point of customer search query
Large Market Model (LMM) trained on internal airline data and external market signals
Direct publishing of fares to airline website or PSS without additional intermediary steps
Explainable AI, Glass Box approach providing reasoning for each pricing decision
5 more features
A/B testing framework for gradual market rollout
Price boundary controls and confidence scoring to prevent extreme fare variations
Manual override capability for revenue management analysts
24/7 automated market monitoring and demand forecasting
Uses only aggregated and public market data, no individual passenger personal data
Technical specifications (7)
Cloud-based deployment
Compatible with all Passenger Service Systems (PSS)
No additional hardware required
Deep learning architecture based on algo-trading methodologies
Trained on multiple years of bookings, flight schedules, availability, and fares data
Supports gradual scaling via incremental market-by-market rollout
Verified deployments
Delta Air Lines (DL) – Delta pilot of Fetcherr AI pricing recommendationsWestJet (WS) – Fetcherr generative-AI pricing partnership with WestJet, reportedViva Aerobus (VB) – Viva Aerobus partnership with Fetcherr to implement a generative-AI pricing engineRoyal Air Maroc (AT) – Fetcherr generative-AI pricing engine pilot at Royal Air MarocVirgin Atlantic (VS) – Fetcherr Generative Pricing Engine at Virgin AtlanticAzul (AD) – Fetcherr AI pricing across more than 70% of Azul's network
An AI-driven seat inventory management module that works in conjunction with the Generative Pricing Engine to dynamically adjust seat availability and cabin allocation across an airline's network.
The problem it addresses
Manual seat inventory management cannot keep pace with real-time demand shifts across large route networks. Rule-based inventory systems over- or under-allocate seat blocks, leaving revenue on the table or forcing unnecessary discounting. The GIE automates inventory allocation decisions to maximize revenue per flight.
Key features
Dynamic seat availability adjustment based on predicted demand
Automated inventory publishing integrated with pricing decisions
Higher revenue uplift when combined with the Generative Pricing Engine
Workflow automation for inventory management processes
1 more feature
Demand-driven ticket pricing optimization by cabin and fare class
Technical specifications (3)
Cloud-based, compatible with existing airline systems and PSS
Leverages the same Large Market Model (LMM) core as the GPE
Integrated with fare publishing pipeline
Verified deployments
WestJet (WS) – Fetcherr generative-AI pricing partnership with WestJet, reportedViva Aerobus (VB) – Viva Aerobus partnership with Fetcherr to implement a generative-AI pricing engineRoyal Air Maroc (AT) – Fetcherr generative-AI pricing engine pilot at Royal Air MarocVirgin Atlantic (VS) – Fetcherr Generative Pricing Engine at Virgin Atlantic
Notes held in the Aerostack register. Aerostack has not independently verified them.
Market context
Fetcherr has built a proprietary Large Market Model (LMM) specifically for airline revenue management, distinct from general-purpose LLMs in that it is trained on market dynamics, competitor behaviour, and demand signals rather than text.
Read the rest
The company claims to have moved airline pricing from backward-looking analytics to real-time predictive optimisation.
Airline revenue management is a $3B+ software market dominated by legacy vendors (PROS, Amadeus, Sabre) using rules-based systems.
Fetcherr's AI-native approach is winning at Delta, Virgin Atlantic, and Azul, providing live revenue case studies that traditional vendors cannot match.
The Series C from Salesforce Ventures signals an intent to expand beyond aviation into other legacy industries with similar pricing complexity.
Profile data from the Aerostack companies register; deployment records from the verified register. Evidence grades: T1 first-party confirmation, T2 credible reporting. See Our approach for how records are graded.
Aerostack companies register
Aerostack tracks AI deployments across airports and airlines, with the published evidence behind each record. Photography is real aviation imagery. Record thumbnails may show the named airport or airline; other photographs do not.
