Delta Airlines Flies Into Turbulence with AI-Priced Tickets: Promise or Predatory?

Delta Airlines is embarking on a transformative journey by integrating artificial intelligence (AI) into its pricing strategy. By the end of 2025, the airline plans to utilize AI-driven personalized pricing for 20% of its ticket sales. This innovative technology aims to tailor prices based on a myriad of factors, such as flight demand, customer purchasing behavior, and loyalty status, enabling the airline to maximize revenue by targeting each customer's unique price sensitivity. While this shift promises 'amazingly favorable unit revenues,' it also raises concerns about its impact on customer trust and perceptions of fairness [Forbes].

AI-driven pricing represents a significant departure from traditional dynamic pricing models, which typically adjust rates based on observable market trends like booking time and general demand. In contrast, Delta's AI pricing utilizes intricate algorithms analyzing personal data points, resulting in individualized prices for each passenger. This sophisticated technology can adapt to subtle shifts in market dynamics and individual buying behavior. However, the opacity of AI algorithms might lead to a perceived lack of transparency. Customers may feel manipulated, potentially fostering a sense of exploitation and eroding trust towards the airline [Forbes].

While AI pricing can optimize revenue streams for Delta, the approach is not without its pitfalls. The strategy has sparked discussions around 'surveillance pricing,' where passenger data—including browsing history and price sensitivity—is extensively analyzed to set individualized ticket prices. Critics argue that this could lead to a trust crisis, as consumers may feel that personal data is being used against them in an unfair manner. Public and expert opinions highlight the necessity for transparency and fairness, calling upon Delta to ensure its practices do not alienate its customer base [Forbes].

The implementation of AI-driven pricing by Delta Airlines may also trigger regulatory scrutiny. Prominent voices, including Senator Ruben Gallego, have described the move as 'predatory,' highlighting the potential for legislative action if such practices are deemed unfair by the public. The growing discourse around AI and pricing transparency suggests that airlines may soon face increased regulatory oversight. This situation presents Delta with both significant financial opportunities and challenges in navigating customer perception, media narratives, and legislative landscapes [Forbes].

Delta's innovative use of artificial intelligence (AI) in pricing tickets aims to revolutionize how fares are determined by tailoring prices based on a myriad of personal and market factors. This strategy involves analyzing complex datasets that include not only general market demand and competition but also individual customer profiles, such as their loyalty status, previous purchasing behavior, and browsing patterns. As a result, every customer might see different prices for the same flight, reflecting a highly adaptable approach to price setting. However, despite the promising increases in revenue, this change raises serious questions about fairness and transparency. Customers may feel their personal data is being exploited to maximize airline profits without clear communication on how these personalized prices are determined.

The controversy surrounding Delta's AI pricing algorithm centers on the concept of trust and transparency within dynamic pricing models. Traditional pricing has been more straightforward and driven by visible factors such as lead time to departure and seat availability. However, with Delta's system weighing personal data so heavily, the opaque nature of these calculations could be seen as manipulative. The fear is that such individualized pricing might lead to inconsistent fare structures, creating an environment where consumers trust less and question more. This apprehension is compounded by the lack of explicit disclosure on how AI algorithms determine prices, potentially leading to a customer trust crisis, as voiced by critics and supported by a recent Forbes article forecasting these challenges.

The implications of Delta's AI pricing don't just impact the company's immediate financial gains but also resonate with broader industry practices and regulatory frameworks. If Delta's model succeeds, it could prompt widespread adoption among competitors, potentially leading to a significant transformation across the airline industry. The use of AI could herald a new era of efficiency where prices match consumer willingness to pay in real-time. Alternatively, it could backfire if perceived as an invasion of privacy or if legal frameworks shift towards stricter controls. Such shifts are anticipated given ongoing legislative reviews, like those from the UK's Competition and Markets Authority's draft guidance on ensuring transparency in digital markets CMA Guidelines.

The rapid adoption of AI in determining ticket prices by major airlines like Delta raises significant fairness concerns. As detailed in a recent Forbes article, Delta Air Lines aims to shift 20% of its ticket pricing to be driven by AI by the end of 2025, stirring debates about trust and transparency in business practices. The transparency issue is rooted in personalized pricing, where algorithms, instead of following traditional demand and supply principles, customize prices based on customers' purchase histories and perceived price sensitivity. This shift from openness to opacity in pricing may disturb customer trust, with many feeling manipulated by a system they do not understand or control, indicating a need for more open discussions and regulations. More about Delta's strategy can be read in the Forbes article [here](https://www.forbes.com/sites/rogerdooley/2025/07/17/will-delta-airlines-ai-pricing-trigger-a-customer-trust-crisis/).

Ethical questions surrounding AI pricing are compounded by the criticism that such systems could lead to 'surveillance pricing,' a term cited by Consumer Watchdog. This approach uses vast amounts of personal data to maximize profits by tailoring prices destructively for consumers, who may then face higher prices without clear explanations. With AI determining prices on predictions, the risk of price exploitation escalates. Critics argue for transparency not only in pricing but in the AI underpinnings themselves, advocating for systems that are understandable and predictable. For further insights, you can explore the arguments laid by Consumer Watchdog [here](https://winsomemarketing.com/ai-in-marketing/delta-will-start-using-ai-to-price-tickets).

In light of potential fairness issues, the CMA in the UK has issued draft guidance emphasizing the need for price transparency in digital markets. Their focus is to ensure consumers are protected from misleading pricing practices, demanding that fees are easily understood and seen in both traditional and digital purchases. Implementing such guidelines could offer a structural response to Delta's pricing strategy and assure fairness. For more on these guidelines, the full draft can be accessed [here](https://www.bclplaw.com/en-US/events-insights-news/i-can-see-clearly-now-the-cma-has-issued-its-draft-price-transparency-guidance.html).

Navigating the rapidly evolving landscape of AI-driven pricing, especially with airlines like Delta embracing this technology, requires customers to adopt savvy strategies. It's crucial for them to maintain a sense of control and fairness in transactions, despite the opaque nature of individualized pricing. As Delta plans to leverage AI to adjust about 20% of ticket prices by the end of 2025, this shift has raised concerns about customer trust and exploitation . To effectively navigate this scenario, consumers need to be equipped with practical strategies.

One essential approach is to stay informed about the AI pricing mechanisms employed by airlines. Although the inner workings of Delta's algorithm are not disclosed, understanding the general factors AI systems might analyze — such as demand, customer behavior, and loyalty status — can help consumers anticipate potential cost adjustments . Armed with this knowledge, passengers can assess whether the prices they are offered seem reasonable in light of market conditions and their known travel patterns.

Moreover, practicing digital privacy can influence pricing outcomes. Since AI algorithms utilize browsing history and other personal data to personalize prices, travelers might consider clearing cookies, avoiding logged-in searches, or using incognito mode to prevent algorithms from skewing ticket prices based on digital footprints . While these measures are not foolproof, they can help maintain some level of anonymity in digital transactions.

Customers can also explore using third-party platforms that aggregate ticket prices from various airlines. These platforms often provide a baseline against which AI-driven prices can be compared, offering a clearer picture of whether the deal is fair or inflated . Such a strategy not only empowers customers with competitive pricing information but also ensures they remain vigilant against potential manipulations by AI systems.

Finally, as AI pricing practices like those adopted by Delta Airlines gain traction, consumers could play a role in advocating for increased pricing transparency. Engaging with consumer watchdog groups or participating in discussions about digital privacy and fair pricing policies could amplify their concerns . This collective action not only brings attention to "surveillance pricing" issues but also pressures companies and regulators to prioritize ethics and fairness in AI applications.

Delta Airlines' move towards AI-driven individualized pricing could reshape its economic landscape but not without considerable risks. While the implementation of AI pricing may lead to higher revenues by extracting maximum value from each customer, it also opens Pandora's box of consumer backlash and competitive dynamics. According to Roger Dooley in Forbes, Delta aims to use AI for pricing 20% of its tickets by the end of 2025, raising concerns about a potential customer trust crisis due to opaque pricing methods [source](https://www.forbes.com/sites/rogerdooley/2025/07/17/will-delta-airlines-ai-pricing-trigger-a-customer-trust-crisis/). This innovative strategy attempts to boost unit revenues but the perception of unfair pricing could counteract these economic gains by pushing customers towards competitors not employing such methods. Moreover, if Delta's AI pricing proves successful, it may set a precedent for the broader industry, potentially spurring a competitive price war.

Socially, the implications of Delta's AI pricing strategy are profound. The lack of transparency in how prices are determined by AI could foster feelings of exploitation among consumers, threatening the trust and loyalty Delta has built over the years. Critics argue that this opaque approach to pricing may make customers feel cheated, akin to what some term 'predatory pricing' [source](https://www.forbes.com/sites/rogerdooley/2025/07/17/will-delta-airlines-ai-pricing-trigger-a-customer-trust-crisis/). This sentiment is amplified by concerns over data privacy, with Delta's method dubbed "surveillance pricing" by critical voices [source](https://winsomemarketing.com/ai-in-marketing/delta-will-start-using-ai-to-price-tickets). Navigating this social challenge will require Delta to engage in transparent communication and possibly re-evaluate their approach to customer interactions to retain loyalty.

From a political perspective, Delta’s decisions are likely to incite regulatory scrutiny and could even lead to intervention if deemed exploitative or unfair. Senator Ruben Gallego's branding of the strategy as 'predatory pricing' reflects the potential for political backlash [source](https://lngfrm.net/deltas-ai-pricing-eroding-customer-trust/). With global trends moving towards greater transparency in pricing practices, as highlighted by the UK's CMA draft guidance on price transparency, Delta might face legislative action if their AI pricing is seen as unfair or non-transparent [source](https://www.bclplaw.com/en-US/events-insights-news/i-can-see-clearly-now-the-cma-has-issued-its-draft-price-transparency-guidance.html). This potential for regulatory challenge underscores the need for Delta to balance profitability goals with compliance and ethical considerations.

As Delta embarks on this bold strategy, the broader implications must be closely monitored. If successfully managed, Delta could set a new industry standard for revenue optimization. However, the combination of economic gain with potential social and political fallout presents a complex scenario. The situation echoes findings from a Carnegie Mellon University study on AI pricing, which suggests personalized pricing doesn’t always result in consumer advantages [source](https://www.cmu.edu/tepper/news/stories/2025/june/ai-driven-personalized-pricing-may-not-help-consumers.html). With the additional risk of public relations crises fueled by influential platforms like social media, Delta's long-term success with AI-driven pricing will depend on their ability to transparently communicate the benefits and functionalities of their system.

While AI-driven personalized pricing offers unique advantages in terms of maximizing revenues and targeting specific consumer segments, the approach has raised significant concerns over transparency and fairness. In response to these concerns, businesses might explore more traditional and customer-friendly alternatives that build trust and loyalty. One such alternative involves implementing clear and transparent pricing models that allow customers to understand the factors affecting pricing without the hidden complexities of AI algorithms. Transparency can be bolstered by structures where pricing tiers are openly communicated and based on observable factors such as time of purchase and seat availability, ensuring customers feel informed and valued in their purchasing decisions.

Another alternative is to enhance customer segmentation but do so in a manner that respects customers' privacy and preferences. This can involve offering group-based discounts or loyalty rewards programs that encourage repeat business without intruding on personal data. Such programs not only recognize customer loyalty but also provide value through predictable and understandable perks. Segmenting customers based on agreed-upon criteria, such as frequent flyer status or advanced booking benefits, can lead to more equitable experiences and prevent the alienation of dedicated clientele.

Integrating a customer feedback loop into pricing strategies could also serve as an effective alternative. By actively engaging customers and soliciting their input on pricing structures and perceptions, businesses can better align their pricing strategies with consumer expectations. This approach not only enhances customer satisfaction but also provides invaluable insights that can refine pricing strategies. Moreover, framing pricing changes as part of ongoing improvements, with clear rationales shared with customers, can help maintain transparency and trust.

Finally, avoiding penalizing or exploiting loyal customers must be a cornerstone of any alternative strategy. Loyalty should be rewarded with benefits that align with customer expectations, not penalized through higher prices. This may involve offering exclusive deals, early booking privileges, or additional travel perks. By prioritizing customer relationships and focusing on long-term engagement, companies can foster a sense of partnership rather than a purely transactional relationship, ultimately leading to sustained loyalty and positive brand perception among consumers.

The advent of AI-driven pricing strategies, such as those being implemented by Delta Air Lines, has sparked significant global discussions and studies concerning the ethical and economic implications of such technologies. As Delta moves towards AI-generated, individualized pricing for a substantial portion of its services, there is growing concern about transparency and consumer trust. Many experts and industry observers have pointed out that while AI can lead to efficient revenue maximization for companies, the lack of transparency in how prices are determined can erode public confidence. The speculation that AI pricing may lead to a "customer trust crisis" is reflected in the reactive measures being considered or implemented by regulators and watchdog organizations [Forbes](https://www.forbes.com/sites/rogerdooley/2025/07/17/will-delta-airlines-ai-pricing-trigger-a-customer-trust-crisis/).

In the academic realm, a recent study by Carnegie Mellon University delves into how personalized ranking systems on e-commerce platforms can inadvertently lead to higher prices. It highlights a critical unintended consequence of AI-driven personalization: the reduction of price elasticity of demand. This means that even without explicit price discrimination, algorithms may fail to offer competitive pricing. The findings of this study underscore the importance of scrutinizing AI systems to ensure they do not unintentionally harm consumers [Carnegie Mellon University Study](https://www.cmu.edu/tepper/news/stories/2025/june/ai-driven-personalized-pricing-may-not-help-consumers.html). Such academic insights are essential as they guide both industry practices and regulatory frameworks.

Regulatory bodies across the globe are also responding to and studying the implications of AI-driven pricing. The UK's Competition and Markets Authority (CMA) has released draft guidance focusing on price transparency, emphasizing the need for clarity in online pricing under digital market legislation. This development indicates a proactive stance by regulators aiming to prevent misleading pricing practices that can compromise consumer choice and trust. The CMA's initiative reflects a broader move towards ensuring prices are realistic, meaningful, and do not hide mandatory charges, thus protecting consumers from potential exploitation [UK's CMA Draft Guidance](https://www.bclplaw.com/en-US/events-insights-news/i-can-see-clearly-now-the-cma-has-issued-its-draft-price-transparency-guidance.html).

In addition to regulatory scrutiny, consumer advocacy groups are raising alarm over "surveillance pricing," a term they use to describe the extensive use of personal data to set individual prices. Groups such as Consumer Watchdog argue that this approach not only invades privacy but also risks price discrimination and exploitation. Their criticism is that while AI can offer tailored services, without transparency and ethical guidelines, such practices might be seen as manipulative and unfair [Consumer Watchdog](https://winsomemarketing.com/ai-in-marketing/delta-will-start-using-ai-to-price-tickets).

These issues are not confined to Delta alone. While Delta's AI pricing initiative has garnered significant attention, it is likely that other airlines are either contemplating or quietly adopting similar practices. The rapid scaling of AI use in pricing strategies suggests an industry-wide trend that, if successful, may prompt a more extensive adoption across multiple sectors. Observers and companies alike are keenly watching Delta's experience to gauge the potential benefits and pitfalls of AI-driven pricing models [LNGFRM](https://lngfrm.net/deltas-ai-pricing-eroding-customer-trust/).

The debate around AI pricing also touches upon broader socio-political dynamics. Senator Ruben Gallego's remarks labeling Delta's strategy as "predatory pricing" add a political dimension to the discourse, suggesting potential legislative interventions. As issues of data privacy and fairness become increasingly central in public policy debates, Delta's AI-driven pricing strategy might catalyze new regulations aimed at ensuring more transparency and fairness in personalized pricing models [LNGFRM](https://lngfrm.net/deltas-ai-pricing-eroding-customer-trust/).

Experts have raised significant ethical concerns regarding Delta Airlines' decision to implement AI-driven individualized pricing, especially concerning customer trust and transparency. According to Andrew Romanyuk from Pynest, the "black box" nature of AI pricing may lead customers to suspect unfair pricing or exploitation. Without a clear understanding of how prices are determined, customers might assume the worst about Delta's intentions. Robin Anderson from Tribe Payments adds that for AI to be a positive force in the travel industry, it must enhance, not damage, the customer experience. This can only be achieved through clear pricing logic and transparency, ensuring that customers are aware of how prices are calculated and what factors influence them. The ethical debate centers on whether AI's efficiency justifies the potential erosion of trust, with many experts advocating for transparency as a means to retain customer loyalty and trust.

Moreover, Justin Kloczko from Consumer Watchdog expresses concerns that Delta's AI system could be used to exploit personal data to maximize payments from customers, raising ethical alarms about price discrimination. The underlying fear is that individualized pricing might lead to unfair practices where certain customers are charged significantly more than others for the same service, based on factors beyond their control. This potential for "surveillance pricing," as described by critics, highlights a critical intersection where technology and ethics collide. Senator Ruben Gallego's labeling of Delta's pricing model as "predatory" further underscores the gravity of the backlash from various stakeholders, suggesting that without stringent ethical guidelines, personalized pricing strategies could lead to more harm than good.

Experts suggest that addressing unethical practices in AI pricing involves prioritizing transparency and predictable pricing models. Transparency would involve openly sharing with consumers how AI algorithms function and what data is utilized, thereby demystifying the process and reducing the perceived exploitation. By doing so, airlines could potentially mitigate negative perceptions and foster goodwill among customers. Additionally, focusing AI implementation on areas with natural price variability could help balance innovation with fairness, ensuring customers do not feel targeted unfairly. The industry as a whole is closely watching Delta's actions, as they set a precedent that might influence how AI is deployed in other sectors, impacting consumer trust at a broader level.

The introduction of AI-driven pricing by Delta Airlines has sparked significant public reaction, rooted predominantly in trust issues. Many consumers see the strategy as a shift towards exploitative practices, accusing Delta of engaging in 'predatory pricing' due to the lack of transparency in how individual prices are determined. This concern over fairness has amplified skepticism among consumers who fear that their personal data could be used to manipulate them into paying higher prices. The fact that this approach diverges from traditional, more transparent pricing models is particularly alarming for those who place high value on clarity and honesty in transactions. Indeed, experts voice concerns that such opaque practices could lead to a notable erosion of customer trust and loyalty, as transparency has long been a cornerstone in maintaining positive consumer relationships in the airline industry.

The advent of AI-driven pricing strategies in the airline industry is poised to redefine the economic landscape. By harnessing advanced algorithms to set ticket prices, Delta Airlines anticipates a significant boost in revenue, leveraging personalized data to maximize consumer spending potential. This approach allows the airline to finely tune ticket prices based on individual attributes such as past purchase behavior, loyalty status, and credit score. While this may lead to enhanced profit margins for Delta, the ramifications for consumers could be quite the opposite, as fares might climb above traditional pricing models due to the micro-targeting capabilities of AI. The concern here is that such systems may inadvertently deepen market segmentation and create unfair pricing tiers [source].

On a social front, the deployment of AI in ticket pricing poses a noteworthy challenge to consumer trust. Delta's initiative is characterized by a lack of transparency, sparking fears among consumers about potential exploitation. The main issue is the opaque nature of how pricing algorithms determine fares, leaving customers skeptical about the fairness of pricing strategies. This opacity could lead to erosions in brand loyalty, as customers might feel vulnerable to invisible, data-driven manipulation. The increased public scrutinization and vocal criticism on platforms like social media highlight the broader societal unease about privacy and fairness in deploying such technology [source].

Politically, Delta's AI pricing strategy might act as a catalyst for regulatory change, especially if perceived as unfair or predatory. The move has drawn significant attention from policymakers, with figures such as Senator Ruben Gallego labeling it as 'predatory pricing,' an indication of potential regulatory action aiming to curb or more tightly control AI-driven pricing mechanisms. As regulatory bodies like the UK's Competition and Markets Authority (CMA) push for stronger transparency measures in pricing, it's likely that legislators will consider setting more stringent rules around the deployment of personalized AI pricing systems to protect consumers and ensure fair market competition [source].

Furthermore, the shift toward AI pricing in airlines is expected to influence the broader industry's pricing strategies, with potential ripple effects across sectors globally. If companies perceive Delta's model as financially successful, we may see an acceleration in AI adoption, potentially heightening regulatory scrutiny and sparking new debates about consumer rights in the digital age. The continuous evolution of AI technology presents both an opportunity and a challenge; while it promises efficiency and revenue optimization, it also necessitates a review of ethical standards and consumer protection laws [source].

Delta Airlines' implementation of AI-driven, individualized pricing introduces substantial political and regulatory challenges. By utilizing complex algorithms to tailor prices based on each passenger's profile, Delta risks attracting significant political scrutiny and regulatory pushback. The use of personal data for pricing decisions, often without explicit consent or transparency, may conflict with emerging policies on data privacy and consumer rights. Politically, this strategy could become a focal point for debates over technology's ethical use in commerce, especially when pivotal figures such as Senator Ruben Gallego have already criticized the practice as 'predatory pricing' [source].

The growing concern over AI-driven pricing practices is further emphasized by regulatory bodies like the UK's Competition and Markets Authority (CMA), which has recently issued draft guidance to ensure pricing transparency online [source]. This guidance highlights the global trend towards demanding clearer and fairer pricing from companies using AI technologies. As personalized AI pricing becomes more widespread, airlines like Delta could face increased legislative scrutiny, particularly if consumer protection agencies deem the practice misleading or exploitative.

Regulatory challenges are compounded by the public's backlash against perceived unfairness and data exploitation through AI pricing models. Consumer advocacy groups, such as Consumer Watchdog, have sharply criticized these practices, dubbing them 'surveillance pricing' due to their reliance on extensive personal data to determine prices [source]. Such criticisms could fuel political momentum for stricter regulations on how businesses deploy AI to interact with consumer data, pressuring companies to adopt more transparent and ethical practices.

The implications of Delta's strategy extend beyond regulatory frameworks, potentially influencing global standards for AI pricing. If significant backlash persists, it may prompt international regulatory bodies to establish uniform guidelines ensuring transparency and fairness in automated pricing systems. Given the current political climate, emphasized by the global push for digital privacy rights and ethical AI use, Delta's approach might not only invite domestic scrutiny but also inspire widespread regulatory reforms. This potential for a sweeping change underscores the importance of Delta proactively addressing these challenges to maintain regulatory compliance and avoid severe political ramifications.

Artificial Intelligence (AI) pricing models are poised to revolutionize the way companies approach pricing, promising significant advancements and challenges. With AI's ability to process and analyze large datasets, businesses can develop highly dynamic pricing strategies that respond to consumer behavior, demand fluctuations, and competitive actions instantaneously. However, this transformation carries the risk of alienating consumers if not handled transparently and ethically. Delta Airlines' initiative to apply AI-driven individualized pricing for a portion of its tickets exemplifies this shift, presenting both opportunities for increased revenue and potential pitfalls that could result in diminished customer trust if not managed astutely, as noted in Forbes.

One future direction for AI pricing models involves increasing transparency in how pricing algorithms function and how consumer data is utilized. Regulatory bodies such as the UK's Competition and Markets Authority are already setting guidelines aimed at making digital pricing more transparent, advocating for practices where prices appear realistic and understandable to consumers, as explored in Bryan Cave Leighton Paisner. Transparent practices could mitigate backlash from consumers who might otherwise see AI models as manipulative or exploitative. Developing pricing models that not only adjust for market dynamics but are also perceived as fair and just could foster stronger brand loyalty and consumer trust.

In addition to greater transparency, the integration of ethical considerations into AI pricing models is critical. Companies will need to ensure that their models don't inadvertently lead to discrimination or unfair pricing practices. For instance, Delta's model has been critiqued by organizations such as Consumer Watchdog for potential exploitation through "surveillance pricing," drawing negative attention as noted in Winsome Marketing. Future models might incorporate ethical AI standards, ensuring equitable treatment of all consumers regardless of personal data features. This approach can help mitigate public apprehension while aligning company practices with evolving legal standards.

Moreover, the future of AI pricing models involves adaptive learning systems that continuously evolve based on consumer feedback and market changes. As models become more sophisticated, they can adjust not just to pricing strategies but also to consumer sentiment and external economic indicators. Delta's approach to expanding AI pricing, despite its contentious reception, highlights a potential pathway where AI systems learn from customer interactions and adapt accordingly. If done responsibly, this could foster a positive consumer experience and ensure the models benefit both the company and its clientele, a concern echoed by voices calling for transparent AI integration such as those from Forbes.

Finally, collaboration between tech developers, regulators, and consumer advocacy groups will be essential in shaping the future of AI pricing. The combined expertise and oversight can lead to robust models that optimize pricing without compromising consumer privacy or trust. Initiatives like the Carnegie Mellon study on AI pricing underscore the importance of academic and institutional input in refining these models to benefit all stakeholders, as highlighted in Carnegie Mellon's research. Moving forward, an inclusive approach that prioritizes consumer interests alongside corporate goals could guide the future trajectory of AI-driven pricing models towards more sustainable and consumer-friendly practices.