United Airlines is tightening restrictions on artificial intelligence agents accessing its digital platforms, citing concerns over data security, unauthorized transactions, and regulatory compliance as airlines respond to the growing ability of AI tools to book and manage travel on behalf of customers.
The US carrier said on Wednesday it would restrict AI bots from interacting with its websites and other digital services, joining a widening group of companies reassessing how autonomous agents access their platforms.
United warned customers that sharing account credentials with third-party AI assistants could expose sensitive personal information and result in unintended purchases, changes to bookings, or unauthorized use of frequent-flyer miles.
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The airline also raised concerns about automated tools carrying out regulated activities. Flight check-in, for example, requires passengers to acknowledge restrictions involving prohibited items such as explosives. Allowing an AI agent to complete such steps without appropriate human involvement could expose the airline to regulatory risks.
United said it would restrict access both directly through its digital platforms and indirectly through travel agencies and aggregators. The measures will include changes to its booking, ticketing and distribution policies.
The move highlights a growing divide among businesses over how to accommodate AI agents, which are increasingly designed to perform tasks traditionally handled by users, including searching for flights, making reservations and completing transactions.
However, travel companies are taking different approaches to AI agents.
Companies across the technology, retail and travel industries are adopting different policies as AI agents become more capable of interacting with commercial platforms.
Some are restricting access to protect their systems and customer relationships, while others are pursuing partnerships that allow AI assistants to connect users with their services.
Amazon, for instance, has blocked Meta’s Muse AI agent from accessing its platform, while Walmart has partnered with the tool. In the travel industry, Expedia and Booking.com are working with OpenAI to make their services available through ChatGPT.
These partnerships could give travel companies access to customers using AI assistants to research destinations, compare prices and organize trips. However, the growing use of agents also raises questions about who controls the booking process, how customer information is handled, and which company bears responsibility when an automated transaction goes wrong.
United’s decision suggests that airlines may be less willing to allow independent AI agents to operate freely within their booking and customer-management systems. Airlines handle sensitive passenger information and operate under safety and regulatory requirements that extend beyond ordinary online retail transactions.
The dispute also concerns the commercial relationship between airlines and their customers. When an AI assistant accesses an airline account using a passenger’s login credentials, it may gain the ability to view personal information, modify reservations, purchase additional services, or redeem loyalty points.
United’s warning indicates that the risks extend beyond unauthorized access. An agent acting on a customer’s behalf could make changes or complete purchases that the passenger did not intend, creating disputes over responsibility and refunds.
The airline’s planned restrictions on travel agencies and aggregators are also significant because they extend its approach beyond direct website access. Changes to booking and distribution policies could affect how third-party platforms connect to United’s inventory and services.
For AI developers, restrictions imposed by major airlines could complicate efforts to build agents capable of completing an entire travel journey. An assistant may be able to identify suitable flights and compare fares, but its ability to complete a reservation or manage a booking is largely tied to whether airlines permit automated access to their systems.
The emerging tension is between the convenience of delegating travel arrangements to AI and the need for companies to retain control over transactions, customer data and compliance obligations. As AI agents become more widely used, access policies and commercial partnerships are likely to determine how much of the travel-booking process can be automated.