United Airlines is drawing a line in the sand when it comes to agentic commerce, prohibiting AI agents from booking flights on its platform. The airline is citing data and security concerns, but the move also raises a bigger question as AI reshapes travel—who gets to own the customer relationship?
The company said allowing third-party AI assistants to access customer accounts and credentials could expose sensitive information and lead to unintended purchases, account changes, or unauthorized use of MileagePlus miles. The airline also points to regulatory requirements, including Federal Aviation Administration rules requiring passengers to acknowledge that their checked bags do not contain prohibited items before completing check-in.
As a result, United is blocking AI agents from booking flights both directly through its digital platforms and indirectly through travel agencies and aggregators. The airline says it can identify when an outside booking source has used AI to complete a transaction. It will also update its booking, ticketing, and distribution policies to reflect the decision.
The policy does not extend to automated flight searches. AI agents can still find United fares and availability, provided customers complete the checkout process themselves.
Another Middleman
United’s concerns may be legitimate, but there are likely broader business considerations at play.
“To be honest, I do not want to create another middleman,” said United CEO Scott Kirby at a public appearance this week.
The company wants to bring customers into its own ecosystem through its app, website, and loyalty program. Allowing outside agents to control the flight-shopping and booking experience could weaken that relationship, giving third-parties greater influence over purchasing decisions and potentially eroding customer loyalty to a single airline.
Different Paths for Travel Firms
United joins a growing list of companies that have moved to restrict AI agents from accessing their platforms over security and privacy concerns, including JPMorgan Chase and Amazon.
Southwest Airlines, on the other hand, has taken a very different approach. The company launched a ChatGPT integration that allows customers todiscover and shop for flights directly within a conversation. Travelers can also book Southwest flights without leaving ChatGPT.
Expedia has similarly integrated ChatGPT into its flight and hotel search experience. However, customers must log in to Expedia themselves to complete a transaction.
United has not ruled out working with AI agents in the future. The company says it will continue evaluating how these tools interact with its services, with an ongoing focus on protecting customers.