United Airlines is restricting unauthorised third-party AI agents from accessing its booking platforms over concerns about customer data and security. JetBlue Airways, meanwhile, believes airlines should adapt if travellers prefer using AI-powered tools to book flights.
United Airlines said it is taking steps to restrict access by unauthorised third-party AI assistants, both directly through its digital platforms and indirectly through travel agencies and aggregators. The airline is also updating its booking, ticketing, and distribution policies to reflect the restrictions.
The restrictions do not prevent AI assistants from displaying United’s flight options, although unauthorised agents cannot complete purchases on behalf of travellers, according to The Verge . Existing flight aggregators, including Kayak, Hopper, and Google Flights, can continue offering United fares.
United warned that sharing account credentials with third-party AI assistants can expose sensitive customer information. The airline said these tools could also make unintended purchases, change account details, or use MileagePlus miles without the customer’s knowledge.
The airline also cited potential compliance issues involving Federal Aviation Administration (FAA) and Department of Transportation (DOT) regulations. United pointed to flight check-in procedures that require passengers to acknowledge that their baggage does not contain prohibited substances, including explosives.
United plans to update its Digital Trust Center to explain the restrictions and provide guidance on protecting customer accounts. The airline said it will continue evaluating how personal AI assistants interact with its services as the technology develops.
Automated flight searches also carry potential costs for airlines. Aviation analyst Henry Harteveldt of Atmosphere Research Group told CBS News that United’s restrictions could partly reflect concerns about the expenses associated with AI agents conducting additional flight searches.
JetBlue President Marty St. George took a different position during the Skift Commerce Summit in New York. According to Reuters , St. George acknowledged the concerns surrounding AI-powered travel intermediaries but said airlines should respond to customers’ preferences.
“If customers really think that’s a better way to do it, we need to figure out how to meet them where they are,” St. George said, according to Reuters .
St. George also questioned how AI booking services would recover their development costs, raising concerns that intermediaries could eventually charge airlines for directing customers to their flights. Such fees would add another expense to the airline’s existing distribution costs.
St. George compared AI booking agents with existing online travel agencies, which provide another channel for selling tickets but charge airlines for their services. He said JetBlue prefers direct bookings through its website because the airline can market its full range of products without incurring additional third-party distribution costs.
JetBlue has not announced a policy authorising third-party AI agents to complete bookings. St. George’s remarks instead outlined the airline’s willingness to respond to customers who prefer AI-assisted booking services.
Southwest Airlines introduced a ChatGPT plugin in October, allowing travellers to discover destinations and shop for flights through the AI platform. The service was developed in collaboration with OpenAI and AWS.
Southwest described the integration as the first phase of its AI-powered booking plans. Travellers can search for Southwest flights through ChatGPT before accessing the airline’s website to continue the booking process.
Unlike unauthorised AI agents attempting to complete bookings, Southwest’s ChatGPT plugin is an integration developed directly with its technology partners. The airline said it is working with OpenAI and AWS to expand its AI-powered capabilities over time.
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