CHICAGO — United Airlines is moving to restrict unauthorized AI booking agents from accessing its systems.
The airline says it is taking steps to restrict access – directly within its digital platforms, and indirectly via travel agencies and aggregators – to prohibit use by unauthorized, third-party personal AI agents or assistants.
The airline says it wants to protect customer data and maintain control over automated bookings.
UA’s booking, ticketing and distribution policies will all get updates.
“Sharing account credentials with personal, third-party, AI assistants can expose sensitive information, and actions taken by these tools may result in unintended purchases, account changes, or use of MileagePlus miles,” said the airline in a statement.
There are regulatory concerns too. United pointed to FAA and DOT requirements, including the need for passengers to personally acknowledge during check-in that their baggage does not contain prohibited substances such as explosives.
The airline is also updating its Digital Trust Center with information about the new restrictions, account protection and assistance for customers affected by unintended AI actions.
WHO CONTROLS THE BOOKING?
As reported by CBS News, Henry Harteveldt, aviation analyst at Atmosphere Research Group, suggested United is also looking to avoid another powerful intermediary between the airline and its customers.
“United is saying they don’t want to add yet another, and potentially even more powerful, intermediary than they already face in terms of Google search, price-comparison metasearch sites and online travel agencies,” he told CBS.
“Flight searches cost airlines money, and undoubtedly United wants to avoid the expense associated with the surge of AI bot flight searches.”
AI BOOKINGS AND THE MIDDLEMAN
As reported yesterday, new research from travel marketing agency Propellic found that AI booking agents frequently route reservations through third-party intermediaries rather than directly to travel suppliers.
Propellic’s findings also suggest that travellers aren’t necessarily ready to let AI take over the entire booking process.
United Airlines said corporate leaders in the banking and retail industries have taken similar actions regarding AI agents “and we encourage others to consider measures that preserve the data and security of their customers and strengthen safety.”
