Boston Logan International Airport is rolling out a futuristic customer‑service solution: eight AI‑powered hologram assistants called “Amelia.” Named for aviation pioneer Amelia Earhart, each hologram stands in a high‑traffic spot in every terminal, both before and after security, to help travelers find gates, restaurants, baggage claim and other airport amenities.
How Amelia Works
Amelia is a two‑dimensional projection that can speak several languages and is programmed with thousands of location points inside the airport. When a passenger approaches, the hologram can provide step‑by‑step directions and generate a QR code that the traveler can scan to keep the directions on their phone for the remainder of the trip.
“We’re always looking for innovative ways to assist our guests,” said Mia Healy‑Waldron, deputy director of customer service at Logan. “Amelia can provide you step‑by‑step directions and a QR code that you can scan so you can take those directions with you throughout your trip at the airport.”
Scale and Expectations
Logan now has the largest deployment of hologram AI technology of any airport in the United States, according to Healy‑Waldron. The airport expects the eight units to be used roughly 100,000 times in their first year, indicating strong demand for quick, on‑site assistance.
Behind the Technology
The holograms were created by Proto, a tech firm founded by David Nussbaum. Speaking from a studio in Chelmsford while beaming in from California, Nussbaum explained that the projection creates the illusion of a physical presence despite being transmitted from thousands of miles away. “Ultimately what you’re looking at is a two‑dimensional projection of me. I’m appearing on this front window and it allows me to have the effect of actual physical presence in a real space even though I’m thousands of miles away,” he said.
Nussbaum believes Amelia is only the beginning. Phase two of the project will make the holograms more conversational, allowing travelers to ask a broader range of questions and receive detailed answers.
Human Staff Remain Central
Logan officials stress that Amelia is designed to augment the existing customer‑service team, not replace it. Human agents will continue to handle complex issues, while the holograms handle routine way‑finding and information requests, freeing staff to focus on higher‑touch interactions.
The deployment reflects a growing trend among airports to leverage artificial intelligence for efficiency and passenger satisfaction. By integrating AI assistants into the physical space of the terminal, Logan aims to improve the travel experience without sacrificing the personal touch that many passengers still value.
What This Means for Boston Travelers
For Boston residents and visitors alike, Amelia offers a convenient, tech‑savvy option for navigating one of the nation’s busiest airports. The multilingual capability helps international travelers, while the QR‑code feature ensures that directions can be saved for later reference. As the system gathers usage data, Logan plans to refine the holograms’ responses and expand their capabilities.
Overall, the introduction of Amelia underscores Logan’s commitment to modernizing airport services while maintaining a focus on hospitality and safety.
Original reporting: NBC10 Boston — read the source article.
