United Airlines Limits AI Use for Flight Bookings

United Airlines has announced a new policy that restricts the use of artificial intelligence (AI) agents for booking flights, emphasizing the importance of customer privacy and data security. The announcement was made on November 11.

Reasons Behind the Decision

In a statement released by the airline, United expressed concerns about sharing personal account information with third-party AI assistants. The airline noted that such actions could expose sensitive data, and the automated decisions made by these agents could lead to unintended purchases or changes to customers’ accounts, including misuse of MileagePlus miles.

Additionally, United pointed out that the actions of AI agents might violate regulations set forth by the Federal Aviation Administration (FAA) and the Department of Transportation (DOT). A specific requirement is that passengers must confirm that their luggage does not contain prohibited items, such as explosives, which AI cannot legally verify.

Implementation of the Policy

To strengthen its policy, United will restrict access to its digital platforms, as well as through associated travel agencies, to prevent the use of unauthorized third-party AI agents. Despite this new restriction, the airline will honor any bookings that were made through AI agents before the policy was instituted on November 11.

Alongside this policy change, United has updated its Digital Trust Center, providing more guidance on how travelers should navigate the use of AI agents while planning their trips.

Industry Response to AI Booking Tools

United Airlines is not alone in its concerns regarding AI agents. Other airlines are also dealing with the rising trend of customers using these tools to book flights. For instance, JetBlue’s president, Marty St. George, acknowledged the use of AI agents but noted that the airline must adapt to these changes, despite potential cost implications.

Delta Airlines has a similar stance; while it allows customers to use third-party agents, it clarifies that customers are responsible for any errors made by the AI. For example, if a trip to Australia is mistakenly booked instead of Austria, the traveler is left to handle the repercussions. Delta reserves the right to block transactions initiated by unauthorized agents on its website as well.

American Airlines has also commented on the situation, stating that while it permits some AI tools to assist in booking tickets, it actively monitors website traffic and can take action to block any automated traffic deemed necessary for safeguarding customer experiences.

In contrast to the restrictions, Southwest Airlines has embraced technology by launching a ChatGPT plugin that helps users search for flights. However, customers must still complete their bookings directly on the Southwest website.

Proceed with Caution When Using AI Agents

While utilizing AI for flight bookings may seem like a convenient option for travelers, experts warn against relying too heavily on these agents. Christopher Elliott, a consumer advocate, emphasizes that AI tools are not infallible; they can make errors like booking incorrect dates or misinterpreting fare rules. When such mistakes occur, airlines generally place the burden on the customer to rectify the situation, often leaving them with little recourse.

Moreover, enforcement of United's new policy may present challenges. Elliott expressed concerns that passengers who inadvertently book via monitored travel sites using AI services could arrive at their destination only to discover their reservations are not honored, posing significant risks for travelers.

For those looking to bypass the hassle of self-booking without risking an AI error, Michelle Couch-Friedman, founder of Consumer Rescue, suggests turning to professional travel advisers. Unlike AI agents, experienced travel advisers are typically insured against mistakes, providing an added layer of security and peace of mind.