A growing number of airlines are introducing fees of up to $50 for customers who prefer to speak with a live agent, signaling a shift towards prioritizing automated customer service. While artificial intelligence increasingly handles reservations, ticket changes, and standard inquiries, a human touch is becoming a premium service in the aviation industry.
According to a recent report, several U.S. Carriers have already implemented specific charges for phone reservations with an operator. American Airlines currently lists a fee of $50, while Hawaiian Airlines, JetBlue, and Spirit Airlines charge $25, kaldata.com reports. Airlines aren’t directly advertising these as “AI avoidance fees,” but many customers perceive them as such – a surcharge for the option of human assistance.
Interestingly, demand for human interaction remains high. A survey by Kinsta revealed that 93% of consumers prefer speaking with a person, and 89% believe companies should always offer the option of communicating with a real employee. This preference is particularly strong among older generations, who often struggle with chatbots and automated menus, as noted by Casago through its CEO Steve Schwab.
The move is also driven by business logic: the fee may be acceptable if the customer receives genuine added value, not simply “the right to speak to a human.” Luciano Armanasco, founder of Our Dolce Vita, articulated this position, stating, “AI is already part of everyday life, but the key question is when automation is sufficient and when it’s worth paying for a human advisor.”
However, the risk is apparent. James Heimer of Rapp cautions that if these fees begin to feel like a “ransom” to escape a malfunctioning system, the impact on customer trust could be damaging. Similarly, Lori Stevens, CEO of Sojourney Travel, emphasizes that AI excels at routine tasks – rules, options, prices, basic routes – but cannot replace human empathy and nuanced problem-solving.
Proponents of automation, however, point to its advantages during crises. SynthFlow AI founder Hakob Astabatsian explains that during severe weather and mass cancellations, call centers become overwhelmed, while AI can “scale” instantly to handle a massive volume of conversations simultaneously, preventing service disruptions.
the emerging debate isn’t “AI versus humans,” but rather who bears the cost of convenience – and whether “speaking to a human” will remain a standard service or evolve into a paid privilege. This trend reflects a broader industry discussion about balancing cost efficiency with customer experience as airlines increasingly integrate AI into their operations.
