The Madhya Pradesh State Electronics Development Corporation (MPSEDC) has signed a Memorandum of Understanding (MoU) with Spain-based Submer Technologies. 

The agreement will pave the way for developing up to 1 gigawatt of next-generation, AI-ready data centre capacity in Madhya Pradesh, using Submer’s advanced cooling technologies. These technologies, like immersion cooling and direct-to-chip solutions, help save energy, reduce water usage, and lower the overall environmental impact of data centres.

 “Following our visit to Submer’s facility, we are convinced of the potential for transformative collaboration. This partnership reflects our vision for sustainable technology, job creation, and positioning Madhya Pradesh as a preferred destination for global innovation,” Mohan Yadav  CM, MP said.

The deal was finalised after a high-level visit to Submer’s innovation centre in Barcelona on July 17, 2025. 

As part of the agreement, the MP government will support the project by helping with land allocation, approvals, and investment incentives.

On the other hand, Submer will offer expertise in design, training, and technical support to set up the facilities. The company’s solutions have already led to 600 GWh of electricity savings and saved over 3 billion liters of water worldwide.

“This MoU marks the beginning of a robust partnership that will catalyze local employment, skill development, and innovation while building scalable infrastructure for the AI era,” Sanjay Dubey,additional chief secretary of department of science and technology, GoMP  said.

Submer’s leadership team is expected to visit MP later this month to explore potential sites and meet with local partners.

Delta Air Lines is set to expand the use of artificial intelligence to determine airfare after testing a pilot program which used AI to set 3 percent of the airline’s airfare, but privacy advocates and government officials are concerned that it could lead to price hikes and discriminatory pricing. 

The airline was one of the first to consider using AI to determine airfare, a measure that was announced back in 2023 by the airline’s president, Glen Hauenstein. They’ve partnered with Israeli company Fetcherr to use AI to set prices.

According to Fortune, Hauenstein told investors during the latest financial call that Delta will expand the use of AI from setting 3 percent of ticket prices to 20 percent by the end of the year, with a goal of doing away with static pricing altogether. 

“This is a full reengineering of how we price and how we will be pricing in the future,” he said on the call. Eventually, he told investors, “we will have a price that’s available on that flight, on that time, to you, the individual.”

Yet what does that mean, exactly?

While Delta maintains that their fares are public and based on trip-related factors, travel websites have a history of changing fares based on factors like web browser or ZIP code.

The expansion of AI into determining fares, some critics say, could end fair pricing because travelers will never see a universal rate, only the rate that the AI algorithm predicts a traveler will pay based on a variety of factors about that specific traveler.  

“They are trying to see into people’s heads to see how much they’re willing to pay, Justin Kloczko, who analyzes so-called surveillance pricing for California nonprofit Consumer Watchdog told Fortune. “They are basically hacking our brains.”  

There are laws protecting consumers from being charged different rates based on their sex or ethnicity, but Consumer Watchdog and others warn that pricing could become predatory for people of different classes. 

Lawmakers are also taking note. Senator Ruben Gallego (D-AZ) tweeted this message about it on X on July 15: “Delta’s CEO just got caught bragging about using AI to find your pain point — meaning they’ll squeeze you for every penny. This isn’t fair pricing or competitive pricing. It’s predatory pricing. I won’t let them get away with this.” 

The integration of AI into businesses and travel brands has been a conversation topic that repeatedly returns to the issue of ethical implementation as worries about it replacing people’s jobs and stealing protected information becomes top of mind. 

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Topics From This Article to Explore

Google AI Mode is delivering personalised answers in search without requiring hours of clicking, disrupting the travel market like never before. Back in 2011, it started with Google Flights, bringing a noticeable shift in how users compare airfares. Then, the now-defunct Trips app had a short but unsuccessful run in 2016, turning emails into itineraries. By 2019, its dedicated Travel section brought bookings, research, and planning into one hub.

Currently, you will spot AI Mode housed in a separate tab, but Google has confirmed its plan to make it the default experience within the next year. That means travellers asking questions like “What are the best family-friendly beaches in Bali?” or “Where can I take a cooking class in Milan?” may get their answers directly from Google itself, rather than from the brands that used to rank in the results.

Also, learn how you can now sort Google Flight search results with its new search filter.

Planning a trip with Google has just changed: Here’s how AI Mode works

The best of Google AI is coming to more people 🌎

🧑‍💻 Google AI Ultra is expanding to 76 more countries, meaning over 140 countries now get the highest access to the best of Google AI including Veo 3 in the @GeminiApp.

🎞️ Flow is also coming to more places, and we’re… pic.twitter.com/1bVTEAhtCR

— Google (@Google) July 10, 2025

What is ‘AI Mode’?

Google’s AI Mode — the experimental search feature that lets users ask complex, multi-part questions through an AI interface — first began rolling out to all US users the week of May 20, 2025, following its announcement at Google’s annual I/O developer conference. In this short period, the new update has significantly impacted a vast number of businesses and industries, particularly the travel sector.

Recently, the company also introduced Deep Search within AI Mode. “For questions where you want an even more thorough response, we’re bringing deep research capabilities into AI Mode with Deep Search,” Google stated in a blog post. “It can issue hundreds of searches, reason across disparate pieces of information, and create an expert-level, fully-cited report in just minutes—saving you hours of research.”

How is Google AI Mode impacting travel planning?

Search Engine Land found that, beginning April 25-26, AI Overviews in the travel category grew by 108.09 percent, driven largely by a surge in “things to do” searches. “The ‘things to do’ trend is booming — 93.78 percent of new travel AI Overviews focus on location-specific activities (e.g., [things to do in Buffalo, NY], [things to do in Providence this weekend]) and trigger full AI-generated destination guides.”

Will AI replace Google search?

“This is not just another AI Overview snippet. It’s a full conversational engine designed to mimic the experience of speaking with a personal travel agent,” explains Brennen Bliss, CEO of Propellic, an AI-first digital marketing agency specialising in travel and tourism. “My prediction? This becomes the default search experience within 12 months, not the two to three years most people are assuming.”

Can you ask AI Mode to book a flight or hotel?

While Google doesn’t yet allow direct travel bookings through AI Mode, that could change soon. The company is working on a separate commercial layer, known internally as Project Mariner, that may eventually connect recommendations with real-time availability and pricing.

(Feature image credit: Google)

Related | Google Just Dropped New AI Features In Its Vacation Planning Tools

Note:
The information in this article is accurate as of the date of publication.

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