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ARTICLE · 25 MARCH 2024

When Chatbots Go Rogue: Lessons For Businesses

Brown Rudnick LLP
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In the ever-evolving landscape of travel, artificial intelligence (AI) has become an indispensable companion.

United StatesTechnology
Matthew Richardson
Matthew Richardson

In the ever-evolving landscape of travel, artificial intelligence (AI) has become an indispensable companion. From booking flights to answering queries, chatbots have revolutionized customer interactions.

But what happens when these digital helpers take a detour into misinformation territory? The recent case of Air Canada's chatbot provides valuable insights for businesses navigating the AI frontier.

The Air Canada Debacle

Picture this: Jake Moffatt, a grieving grandson, seeks to book a last-minute flight for his grandmother's funeral. Air Canada's chatbot confidently assures him that he can secure a bereavement fare after booking a full-fare flight.

Moffatt trusts the chatbot, only to discover later that the promised discount doesn't exist. The airline's response? The chatbot is a "separate legal entity" responsible for its own actions.

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