Air Canada recently found itself in hot water over its use of an automated chatbot that provided misleading information to a customer. Despite the airline’s attempt to shift blame onto the chatbot itself, the courts have made it clear that Air Canada is ultimately responsible for the actions of its technology.
In this particular case, Jake Moffatt reached out to Air Canada in 2022 to inquire about bereavement fares, following the passing of his grandmother. In his conversation with the support chatbot, Moffatt asked whether he could retroactively apply for bereavement fares. The chatbot initially indicated that he could seek a refund within 90 days of ticket issuance.
However, when Moffatt later sought the refund, Air Canada changed its stance and stated that bereavement fares couldn’t be applied retroactively to completed travel. Frustrated, Moffatt provided the airline with a screenshot of the chatbot’s advice, prompting Air Canada to acknowledge that the bot had offered “misleading words.”
In response to Moffatt’s lawsuit for the fare difference, Air Canada attempted to distance itself from the chatbot by arguing that it was a “separate legal entity” and should be held responsible for its actions. Nevertheless, the Civil Resolution Tribunal (CRT) dismissed this defense, with member Christopher Rivers remarking that it was a “remarkable submission.”
Rivers emphasized that, despite its interactive nature, the chatbot was still a part of Air Canada’s website, making the airline accountable for the information provided. He stated that Air Canada should have known it was responsible for all the content on its website, regardless of whether it came from a static page or a chatbot.
While Air Canada claimed that the correct information on bereavement fares was available on its website, Rivers pointed out that the airline failed to explain why the chatbot’s advice was less trustworthy than its webpage. He argued that customers like Moffatt had no reason to know which section of the website was accurate and which was not.
The CRT ultimately directed Air Canada to compensate Jake Moffatt for the fare difference, totaling C$650.88, along with additional pre-judgment interest and fees.
This case serves as a reminder that businesses cannot absolve themselves of responsibility by pointing fingers at technology. Customers rightly expect companies to take ownership of all aspects of their online presence, including their automated systems.
Frequently Asked Questions (FAQs) based on the article:
1. What issue did Air Canada face regarding its use of a chatbot?
Air Canada faced criticism for its chatbot providing misleading information to a customer regarding bereavement fares.
2. What was the customer’s inquiry to Air Canada?
The customer, Jake Moffatt, inquired about retroactively applying for bereavement fares following his grandmother’s passing.
3. What was the initial response from the chatbot?
The chatbot initially indicated that Moffatt could seek a refund within 90 days of ticket issuance.
4. What was Air Canada’s response when Moffatt sought the refund?
Air Canada changed its stance and stated that bereavement fares couldn’t be applied retroactively to completed travel.
5. How did Air Canada respond to the customer’s evidence of the chatbot’s advice?
Air Canada acknowledged that the chatbot had offered misleading information.
6. What legal defense did Air Canada try to use?
Air Canada attempted to distance itself from the chatbot by arguing that it was a separate legal entity and should be held responsible for its actions.
7. How did the Civil Resolution Tribunal (CRT) respond to Air Canada’s defense?
The CRT dismissed Air Canada’s defense, stating that the chatbot was still part of Air Canada’s website, making the airline accountable for the information provided.
8. What was the outcome of the case for the customer?
The CRT directed Air Canada to compensate Jake Moffatt for the fare difference, totaling C$650.88, along with additional pre-judgment interest and fees.
Definitions:
– Bereavement fares: Special discounted airfares offered to individuals who are traveling due to the death or imminent death of a family member.
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The source of the article is from the blog rugbynews.at