United Blocks AI Agents to Cut Out the Middleman
AI-generated image · Bay Street Wire
The airline cites privacy and safety rules for the ban, but CEO Scott Kirby admits a desire to avoid new intermediaries.
United Airlines is blocking personal AI assistants from completing flight bookings on its platform, as first reported by The Verge. While the airline allows agents to display flight options, it will not permit them to finalize transactions on behalf of customers.
United has pointed to regulatory and privacy risks as the primary drivers for the move. Specifically, the company expressed concern that AI agents could expose sensitive customer data, trigger unintended purchases, or fail to comply with federal mandates—such as requiring passengers to attest that their luggage contains no explosives.
However, the move suggests a strategic desire to maintain direct control over the customer experience. Speaking at an event on Tuesday, United CEO Scott Kirby stated, “To be honest, I don’t want to create another middleman,” as reported by The Wall Street Journal.
United is not alone in this pushback. The Verge reports that eBay has appeared to block agents from browsing its site, and several major banks have implemented similar restrictions. These barriers could hinder the utility of emerging AI tools such as OpenAI’s Dots and Meta’s Muse.
Despite the current ban, United indicated it may reconsider the policy as technology evolves. The company stated that while it recognizes the opportunities presented by advancing third-party agents, it must first establish protections for travelers before allowing agents to interact directly with booking systems or user accounts.