Air Canada Faces Accountability for Chatbot's Misinformation Issues

A recent decision by a Canadian small claims tribunal has shed light on the responsibilities of companies regarding the information provided by their chatbots. This ruling came after a traveler, Jake Moffatt, sought a refund from Air Canada following misinformation received from the airline's chatbot.

In November, Moffatt purchased tickets for a flight from Vancouver to Toronto to attend his grandmother's funeral. In his quest for clarity on bereavement policies, he interacted with Air Canada’s chatbot, which informed him that he could apply for a discounted bereavement fare within 90 days of his return. Encouraged by this information, he filed a request for the discount upon his return, only to be told later that he could not retroactively apply for it. Instead, Air Canada offered him a mere $200 coupon for future travel.

Feeling misled, Moffatt escalated the issue by filing a case with the Civil Resolution Tribunal seeking a full refund. Air Canada’s defense centered around the assertion that it could not be held responsible for the chatbot's statements, which they claimed provided a link to the correct fare policy on their website.

However, the tribunal's ruling, delivered on February 14, challenged Air Canada’s stance. Tribunal member Christopher C. Rivers noted the troubling implication of Air Canada suggesting that the chatbot operates as an independent entity, free from corporate accountability. Rivers emphasized that the chatbot is inherently part of Air Canada’s website and that the airline bears responsibility for the accuracy of all information presented to consumers, whether through static web pages or interactive tools like chatbots.

In Rivers' words, “There is no reason why Mr. Moffatt should know that one section of Air Canada’s webpage is accurate, and another is not.” This ruling led to an order for Air Canada to refund Moffatt a total of $812.02, which included his ticket refund, accrued interest, and tribunal fees.

The incorporation of chatbots into customer service is intended to enhance the user experience, as noted by Air Canada’s Chief Information Officer, Mel Crocker. Since its launch last summer, the chatbot has handled inquiries related to flight delays, cancellations, and other straightforward requests. Crocker mentioned in an interview with Canada’s The Globe and Mail that investments in AI technology for customer service were significantly greater than the expenses associated with employing human agents for similar tasks. He expressed optimism that costs would decline over time, while the overall aim remained focused on cultivating a better customer experience, ultimately leading to increased customer loyalty and travel with the airline.

This situation underlines the importance of accountability in automated customer service systems and serves as a reminder for companies to ensure that their technology accurately represents polices and procedures.