United says personal AI assistants cannot book its flights

United says it will not let personal AI assistants book tickets on the airline, citing privacy and regulatory concerns. While agents can still show users United flights, they will not be able to complete transactions on behalf of travelers. The company says it has not yet seen many people try to use AI agents to book flights.

Why United is blocking AI agents

United is concerned that agents could expose customers' information or make purchases customers did not intend. The airline also says agents could potentially skirt federal rules about the kind of information airlines need to share with customers, such as having them attest that their bags do not have explosives. CEO Scott Kirby said at an event on Tuesday, according to The Wall Street Journal, "To be honest, I don't want to create another middleman."

Broader impact on AI assistants

The decision, and others like it, could limit the potential usefulness of newer personal AI assistants such as Meta's Muse and OpenAI's Dots. Across sectors, businesses are grappling with whether to let AI agents transact on their sites, and United is not alone in blocking access for unauthorized agents. eBay appeared to block agents from browsing its site, and several major banks have also placed restrictions on them.

United leaves door open

United suggests it could reconsider its decision based on future advancements. "As third-party AI agents advance, we see the opportunities they present. However, at the same time, allowing them to interact directly with a United account or booking could involve sensitive actions, and we want to make sure we have established protections for travelers first."

Sources: The Verge · CBS News · Engadget