United Airlines announced on November 11 that it will restrict third-party AI agents from accessing its digital platforms to book flights, citing security risks and regulatory concerns.
The airline warned customers that sharing account credentials with AI assistants could expose sensitive information, lead to unintended purchases, or result in unauthorized use of frequent-flyer miles. United also noted that allowing AI agents to complete flight check-ins may violate Federal Aviation Administration and U.S. Department of Transportation regulations, as human acknowledgment is required for security checks.
In a statement, United said it is updating its booking, ticketing, and distribution policies to prohibit unauthorized AI agents from operating within its systems. The move follows the rise of AI-powered booking tools from companies like Meta, OpenAI, and others, which enable users to delegate tasks such as flight reservations, hotel bookings, and expense management to automated assistants.
Industry response diverges on AI booking tools
While United has taken a restrictive stance, JetBlue Airways President Marty St. George suggested airlines should adapt to customer preferences. Speaking at the Skift Commerce Summit, St. George acknowledged concerns about AI intermediaries but emphasized that airlines should respond to demand if customers embrace such tools.
"We should be responsive to what customers want," St. George said. "If customers really think that's a better way to do it, we need to figure out how to meet them where they are." He added that JetBlue prefers maintaining direct customer relationships to better market its services, drawing parallels to the role of online travel agencies.
Security and regulatory concerns drive restrictions
United’s decision aligns with broader industry caution toward AI agents. Retailers and other sectors are also restricting AI tools from making purchases or browsing sites, citing privacy risks and potential loss of direct customer engagement. Amazon recently blocked Meta’s Muse agent from making purchases on its platform, reflecting similar concerns about unauthorized transactions and data exposure.
Experts like Shomit Ghose, adjunct professor at the University of San Francisco School of Management, advise caution when using AI agents for high-stakes tasks. "You can have agents do interesting things for you, like categorize your spending or flag unusual charges," Ghose said. "But bad things would be moving money, making trades, or filing forms. All those things should stay manual at this point."
What’s next for AI in travel?
The debate over AI booking agents highlights tensions between innovation and risk management in the travel industry. While some airlines, like United, prioritize security and regulatory compliance, others, like JetBlue, suggest flexibility could be necessary if customers demand AI-driven services. The outcome may depend on how AI technology evolves and whether regulators provide clearer guidance on its use in commercial transactions.