Artificial intelligence is reshaping the travel industry, but a recent incident involving Air Canada’s chatbot sheds light on the potential pitfalls of AI-powered systems.

The Case of Jake Moffatt

In 2022, passenger Jake Moffatt encountered issues with Air Canada’s chatbot, which promised discounts that weren’t available when needed.

The Tribunal Decision

A civil-resolutions tribunal ruled against Air Canada, highlighting the airline’s responsibility for the actions of its chatbot.

Implications for AI in Travel

Gabor Lukacs, president of Air Passenger Rights, discusses the broader implications of the ruling for airlines relying on AI technology.

Challenges with AI Chatbots

Instances of “AI hallucination,” where chatbots provide inaccurate information, underscore the risks associated with AI in the travel sector.

Expanding Use of AI

Beyond airlines, major travel companies like Expedia are also integrating AI technology, such as ChatGPT, into their platforms.

The Air Canada case serves as a cautionary tale for businesses embracing AI in customer interactions, emphasizing the need for accountability and transparency.