United restricts third-party AI agents: Will others follow?

Enterprises are preparing for AI agents to become a sales channel, but may also choose to shut them down. United said it will restrict access for personal AI agents such as Muse and similar efforts.

The airline said it would restrict AI agents due to concerns about customer data. There's also a security hook in that regulations require human acknowledgment that they won't bring banned substances on board.

In a statement, United said:

"United is taking steps to restrict access - directly within our digital platforms and indirectly via travel agencies and aggregators - to prohibit use by unauthorized, third-party personal AI agents or assistants. This work includes updates to our booking, ticketing and distribution policies.

Corporate leaders in the banking and retail industries have taken similar actions regarding AI agents and we encourage others to consider measures that preserve the data and security of their customers and strengthen safety."

United isn't wrong since banks and Amazon have restricted personal AI agents.

Some will say that these restrictions are protectionism. Yet there is a looming question about AI agents: Who are you going to sue?

Until you can assign liability to an AI agent there will likely be restrictions.

What's interesting is that some enterprises are embracing personal AI agents even though they're a small part of sales for now. Other industries are likely to be wary. We'll find out over time which move is the better bet.

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