Boston Logan adds AI hologram concierges for travellers

Massport has introduced nine AI hologram concierge units at Boston Logan International Airport, making it the largest airport yet to deploy the system.

The units feature an avatar called Amelia that gives directions to more than 400 locations across the airport and can respond in up to 40 languages. The service has been undergoing a live test for months and is already assisting thousands of travellers a day, according to the companies involved.

Installed around the airport, the life-size displays are designed to help passengers find gates, baggage claim areas, restaurants, shops and lounges. They also provide live mapping and real-time TSA wait time information through a built-in touchscreen interface.

The system was developed through a partnership between Massport, Proto and Holomedia AI. Airport officials said it adds to existing customer support options rather than replacing them, and the avatar can also connect passengers to human customer service staff when needed.

Boston Logan joins a growing list of airports using Proto's hologram displays, including JFK, LaGuardia, San Francisco International, Muhammad Ali International, Pittsburgh International, Dayton International and Jacksonville International, as well as the Delta Flight Museum in Georgia.

Outside aviation, Proto has also installed the technology in the Boston area at the New England Patriots Hall of Fame and the Massachusetts Institute of Technology. Its wider customer base spans healthcare, education, finance, retail, sport and entertainment.

Passenger support

The airport installation includes accessibility features such as high-contrast displays, closed captioning, wheelchair-accessible positioning and mapping designed to meet WCAG standards. Massport said the service is intended to support airport staff during busy periods by handling routine wayfinding questions, allowing employees to focus on more complex issues.

One of the main selling points is language support. Amelia is available in English, Spanish and French, and the platform can communicate in up to 40 languages to help international passengers and those unfamiliar with the airport layout.

Proto founder David Nussbaum said the human-like format of the display changes how people engage with information in stressful settings.

"When you feel the presence of a real person, there is a level of communication that just doesn't exist through any other types of digital means. And putting airports aside for a second, we know this to be a fact because students can open a book or search ChatGPT for an answer, but they prefer to interact with a holographic avatar of their teacher. Same thing with patients and their doctors. A lot of people feel anxious just walking through an airport. They're unable to find their destination. Perhaps they don't even speak the language of the city or country that they're flying in or out of. So having a multilingual avatar persona that not only helps you find exactly what you're looking for, but also answers you like a person, and having a connection with the city, the country, or whatever will leave that traveler feeling like it was a good experience," Nussbaum said.

In a separate comment, Nussbaum described the airport rollout as an early example of a broader shift in customer service technology.

"It takes bold vision to implement emerging technologies like holograms and AI avatars, innovations that still feel like science fiction to most people. But Massport understands that the technology is ready now, and that it can create a smoother and more pleasant experience at Boston Logan while also supporting the human staff so they can do their best too. We're proud to work with Massport to help bring the future into the present," he said.

Holomedia AI also described the project as a new form of passenger interaction in transport hubs.

"Amelia represents the future of passenger engagement. She combines the best of human connection with the power of AI. We designed her to meet travelers where they are, in their language, at their pace, helping them navigate the airport with confidence and ease," said Glenn E. Smith, spatial computing and hologram XP, Holomedia AI.

Wider rollout

The Boston Logan deployment is significant for Proto because it marks one of its most prominent transport installations to date and its first major use in the Boston area. For Massport, which also operates facilities including Hanscom Field, Worcester Regional Airport and terminals in the Port of Boston, the pilot adds to a broader push to modernise passenger services across its operations.

The airport industry has been testing a range of automated assistance tools in recent years, from chatbot-based support to self-service kiosks and biometric systems. Boston Logan's use of hologram-style avatars points to a more visible and conversational approach to wayfinding, particularly in terminals where staffing, language coverage and passenger volume can create bottlenecks.

The system remains a pilot service, but its scale at Logan suggests airport operators see value in testing whether AI-led concierge tools can reduce confusion for passengers while easing pressure on frontline staff. Nine units are now active across the airport, directing travellers to hundreds of destinations each day.