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Ongoing coverage: Retailers pick sides on outside AI shopping agents

United bars AI agents from booking its flights, even with human approval

United bars AI agents from booking its flights, even with human approval
Image: PPC Land

A new contract rule lets United cancel agent-made reservations without notice, though assistants can still show its fares and prices.

Source: PPC Land

United Airlines revised its Contract of Carriage on November 11, 2026, adding AI agents to its list of prohibited ticketing practices, PPC Land reported. New Rule 6.J.6 bars "the use of AI Agents to make, modify or service a Ticket, and/or to purchase any service or product," and Rule 5.H adds reservations made, modified or serviced by AI agents to bookings United says it will cancel without notice. A new definition applies the rule "whether or not" a person supervises or approves the software, and covers seats, upgrades and other extras as well as tickets.

Agents can still show users United flights but won't be able to complete the transaction for them, The Verge reported. The travel blogs View from the Wing and InsideFlyer reported the same distinction, with View from the Wing citing the Wall Street Journal as saying agents can still present United flights and prices. PPC Land noted the contract does not say how United will detect agents and offers no route for approved partners. Its general remedies clause also allows penalties such as deleting miles or ending MileagePlus membership, though neither blog reported United addressing whether those apply.

United cited privacy, unintended purchases and federal rules, such as passengers attesting their bags hold no explosives, according to The Verge, and said it has seen few agent bookings so far. CEO Scott Kirby said he did not "want to create another middleman," according to the Journal. In a statement, United said it sees opportunities as third-party agents advance but wants protections for travelers first.

Read the full article at PPC Land

Our take

United shows a seller can allow AI discovery while refusing AI purchases, keeping checkout and the loyalty account on its own pages. Enforcement is unclear: the contract does not say how United will tell an agent from a person.

If you sell online, decide whether your terms should treat agent search and agent purchase differently, and watch whether other airlines copy the clause or United later names approved agents.

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Key takeaways

  1. United's Rule 6.J.6 bans AI agents from making, changing or servicing tickets
  2. The ban applies even when a person supervises or approves the agent
  3. Agents can still show United fares, but customers must buy, blogs and The Verge report

More on this topic

Illustration for Retailers pick sides on outside AI shopping agents
Illustration: Digital Influence

Ongoing story10 postsUpdated Nov 11

Retailers pick sides on outside AI shopping agents

The largest retailers and marketplaces are splitting over whether third-party AI agents can shop their stores.