JetBlue lawsuit raises airline pricing questions
A new lawsuit against JetBlue alleges the airline used customer browsing data to adjust ticket prices without clear consent. JetBlue disputes the claim, stating fares depend on demand and seat availability, not personal browsing behavior.
A lawsuit filed against JetBlue in federal court in New York alleges the airline tracked customers' browsing behavior to adjust ticket prices. The proposed class action claims JetBlue collected user data without clear consent, potentially including browsing activity and other characteristics. The lawsuit alleges that when a user searched for a flight, left the site, and later returned, the fare increased due to tracking technology. JetBlue disputes the allegations, stating it does not use personal data to set individual prices and that all customers have access to the same fares. The lawsuit centers on 'surveillance pricing,' where companies use personal data to adjust prices for different people. Many airlines now rely on artificial intelligence to analyze booking patterns and adjust fares in real time.
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