Armed with mountains of data, artificial intelligence is emerging as an important tool for airlines to find the ideal fares to charge passengers, helping them squeeze out as much revenue as possible as the industry emerges from its biggest crisis.

Fed by data on everything from internet searches and COVID-19 outbreaks to weather forecasts and football results, computers are learning how everyday life influences demand for flights. In its most advanced form, AI blows up the arcane airfare codes and pricing bands that have straitjacketed ticket sales for decades.

By weighing up the data, technology providers can determine how much passengers are willing to pay for tickets and continuously reprice seats. Calculating fares using AI can lift an airline’s revenue by 10% or more, according to Fetcherr, an Israeli startup that operates a live-pricing engine.