United blocks AI agents from booking flights for customers, citing privacy and federal rules

United has decided not to let personal AI assistants buy tickets on the airline for its customers. The company says the move is driven by privacy and regulatory concerns. Agents can still show United flights to users, but they can't complete the transaction.

According to The Verge, in a story published on November 11 based on reporting from The Wall Street Journal, United says it hasn't yet seen many people try to book flights with AI agents. That matches what other companies, such as Doordash, have observed.

The airline's concern is that agents could expose customer data or make purchases the person didn't intend. There's also the matter of federal rules on the information airlines must give passengers, such as the declaration that checked bags contain no explosives. An AI agent can't make that declaration for the traveler.

One less middleman

United CEO Scott Kirby summed up the company's stance at an event on Tuesday: "To be honest, I don't want to create another middleman." The decision, and others like it, could limit how useful newer personal assistants can be, such as Meta's Muse and OpenAI's Dots.

United isn't alone. eBay has apparently blocked agents from accessing its site, and several major banks have also put restrictions on them. The airline is leaving the door open to revisit its decision as the technology evolves: "As third-party AI agents advance, we see the opportunities they bring. At the same time, allowing them to interact directly with a United account or reservation can involve sensitive actions, and we want to make sure protections are in place for travelers first," the company said.

For brand managers, the case shows that companies across industries are deciding how far they'll let AI agents act on their websites. Under United's model, the brand still shows up when an agent presents flight options to the user, but the purchase has to happen through the airline's own channels.