Travelers hoping to let an AI assistant handle their next flight purchase may need to make the booking themselves. United Airlines has barred unauthorized AI tools from purchasing tickets through its platforms.
The decision represents an uncomfortable obstacle for Meta, which is promoting its Muse AI agent as a digital assistant designed to manage routine tasks, including researching and arranging travel.
United said outside AI agents would not be permitted to access its websites and other digital services without authorization. The restriction also applies when those tools operate through online travel agencies or flight-booking aggregators.
An AI assistant could still search for United flights and show customers available fares. However, it would not be allowed to finalize a reservation for the traveler unless the airline had approved the arrangement.
United said the policy was intended to safeguard customers’ personal data, loyalty accounts and financial information.
‘Giving personal information or account credentials to third-party AI assistants can put sensitive data at risk,’ the airline said in a statement.
United also warned that an automated system might make an unintended purchase, alter account information or use a customer’s hard-earned MileagePlus miles without authorization.
Travelers hoping to let an AI assistant arrange their next flight may need to make the purchase themselves after United Airlines blocked unauthorized tools from booking tickets.
The policy is an awkward setback for Meta, which is presenting its Muse AI agent as a digital helper that can handle everyday tasks such as planning and booking travel.
The airline also cited requirements from the Federal Aviation Administration and the Department of Transportation that require passengers to personally confirm certain safety information.
At check-in, for instance, travelers must verify that their checked luggage does not contain prohibited items, including explosives.
United’s position is that an AI system cannot make that required human confirmation for a passenger.
To support the new limits, the airline is revising its booking, ticketing and distribution rules.
Chief Executive Scott Kirby had already expressed concern about inserting another intermediary between United and its customers.
‘To be honest, I don’t want to create another middleman,’ Kirby said earlier this week.
The issue extends beyond AI. Airlines have spent years competing with online travel agencies and comparison websites over control of the customer relationship and the booking process.
Henry Harteveldt, an aviation analyst who spoke with CBS News, said AI agents could become an even stronger layer between airlines and travelers. They could also drive up costs by conducting huge numbers of automated searches for flights.
United plans to block unauthorized third-party AI agents from reaching its platforms directly or indirectly through travel agencies and booking aggregators.
According to industry coverage, United is the first major US airline to publicly establish specific limits on personal AI agents operated by outside companies.
Other airlines have adopted a less restrictive stance. Delta says authenticated AI assistants may complete certain bookings, provided additional safeguards are in place for sensitive transactions. American Airlines has likewise said some AI tools may help customers buy tickets.
Southwest took an early step toward AI-assisted travel in October by launching a ChatGPT plugin that allows users to explore destinations and search for flights as part of a gradual rollout.
The contrasting policies point to a larger debate across the travel business: Should artificial intelligence be limited to suggesting itineraries, or should it also be permitted to pay for and complete trips?
Technology companies believe consumers will value assistants that can investigate travel options, compare prices and make purchases with little human involvement.
Companies, however, remain cautious about giving automated tools access to customer profiles, payment information and loyalty-program balances.
United said only a small number of customers had attempted to use AI agents to book flights, indicating that the immediate effect on travelers is likely to be modest.
Even so, the airline’s move comes as banks, retailers and other businesses are also imposing tighter controls on external AI systems.
Some United customers questioned online whether the airline applies identical security expectations to its own automated services. Others said a human should remain part of the process whenever money and important travel arrangements are involved.
One Reddit user said they would happily allow AI to organize an itinerary, but preferred a person to complete the purchase.
For Meta, the concern is that if major companies allow AI agents to search and browse but prevent them from buying, one of the technology’s most lucrative potential uses may be difficult to establish.
United has not closed the door permanently, saying it could revisit the policy as personal AI assistants improve and more effective safeguards become available.