Key facts
- Airlines are using AI to monitor competitors' fares and optimize pricing.
- Startups like JetBack, Junova, and Refare help travelers get refunds or credits when airfares drop post-booking.
- Many US airlines eliminated change fees on non-refundable tickets, creating an opening for fare-drop services.
- Alaska Airlines recently stopped honoring fare drops through customer service, requiring travelers to cancel and rebook.
- Junova reported that 22% of 10,000 monitored flights saw at least one fare drop between September 2025 and July 2026.
US airlines are increasingly leveraging artificial intelligence to optimize revenue through dynamic airfare pricing. In response, a new wave of startups is emerging to assist travelers by automatically seeking refunds or flight credits when ticket prices decrease after purchase. Companies like JetBack, Junova, and Refare monitor fares and exploit the absence of change fees on many non-refundable tickets, a practice that became more prevalent after the COVID-19 pandemic. This trend has also sparked scrutiny from lawmakers regarding the potential for AI to lead to consumer harm through individualized pricing strategies. While these services offer potential savings for passengers, their business model is dependent on airlines continuing to allow such adjustments without imposing significant penalties, a practice that some airlines, like Alaska Airlines, are beginning to curtail.