‘I think it’s a mistake’: Delta CEO Ed Bastian refuses to call it ‘artificial intelligence’ because it scares people

Delta CEO Ed Bastian argues that "artificial intelligence" branding is counterproductive and advocates reframing it as "augmented intelligence" to reduce employee fear. Delta is using AI to enhance worker capabilities rather than reduce headcount—displaced workers are redeployed to customer-facing roles. Bastian cited the need to calm market hype and frame workforce change as inevitable evolution.