United Airlines moves to block unauthorised AI agents from accessing customer accounts

United Airlines is taking steps to restrict unauthorised third-party AI agents and assistants from accessing its digital platforms, citing concerns over customer privacy, security and the potential misuse of sensitive travel information.

The move will prevent unauthorised AI tools from interacting with United accounts and bookings, including through travel agencies and aggregators. It comes as AI-powered assistants increasingly offer consumers the ability to plan trips, make reservations and manage travel arrangements on their behalf.

According to United, allowing third-party AI agents to access customer accounts could expose personal information or result in unauthorised bookings, account changes and the use of MileagePlus loyalty miles without customers' approval.

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While the airline acknowledged the potential of AI agents to make travel more convenient and personalised, it stressed the need to establish safeguards before allowing such tools to perform sensitive actions on behalf of travellers.

United said it intends to establish standardised, secure technology integrations that incorporate privacy, security, authorisation and accountability protections.

The restrictions will apply both directly through United's digital platforms and indirectly through third-party travel agencies and aggregators, limiting the ability of unauthorised AI assistants to interact with its systems.

The airline has also advised customers to exercise caution when using AI-powered travel tools, recommending that they limit their use to general travel planning and inspiration rather than sharing sensitive account or booking information.

For instance, travellers can use AI assistants to research destinations, attractions and restaurants, but should avoid providing MileagePlus account details, passwords, flight confirmation numbers or personal information used to verify their identities.

Customers who suspect unauthorised access to their accounts through third-party AI agents have been advised to change their passwords immediately and follow United's recommended account security procedures.

United's move comes as AI agents are expected to play an increasingly prominent role in consumer purchasing decisions, raising questions about how brands balance automation with control over customer interactions. According to a recent report by WARC and PHD, marketers may soon need to appeal not only to human consumers, but also to AI systems that research, compare and purchase products on their behalf.

Titled "From abundance to agents – how the delegation of choice is transforming marketing", the report projects that global consumer spending facilitated by agentic AI will more than triple from US$944 billion in 2026 to US$3.35 trillion by 2030.

The growing role of AI in shaping consumer decisions is also prompting technology platforms to introduce new ways for brands to engage with customers. Earlier this week, OpenAI introduced "Businesses in ChatGPT" in beta, allowing brands to manage their presence on the platform and engage consumers through AI-powered conversations.

The launch includes Business Hub, where companies can claim profiles, update information and track customer engagement, as well as Business Agents, which enable eligible businesses to interact directly with potential customers.

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