Boston Logan International Airport has introduced Amelia, a life-size, hyper-realistic AI avatar concierge that guides passengers through the terminal with natural conversation, and real-time directions. Amelia, a pilot service announced today by the Massachusetts Port Authority (Massport), enhances the range of existing customer service assistance options available to passengers at Boston Logan. The program represents a new standard in airport hospitality, combining the warmth of human interaction with the precision of AI. She helps travelers find gates, restaurants, shops, lounges, and baggage claim while reducing the stress of navigating a busy airport, at any time of day or night.
Created in partnership with Massport, Proto Hologram and Holomedia AI, the technology has proven effective around the world – but Boston Logan is the biggest airport to provide the service to travelers. This installation also marks the first major use of Proto in the Boston-area – the AI spatial compute platform is already in use globally in healthcare, education, finance, retail, sports, entertainment and has become the leader in embodied AI with its Fortune 500 partners.
Amelia’s hologram presence and natural conversational abilities provide natural human-scale interaction, instilling trust and increasing comprehension. She is “always on” and engages passengers at multiple locations, providing step-by-step directions paired with live mapping and real-time updates from the TSA. The experience is entirely self-contained with a touch screen and no external hardware.
In addition, the AI Concierge Wayfinder provides:
- Multilingual Support— Amelia has the ability to communicates in up to 40 languages, and will include English, Spanish, and French.
- Real-time TSA wait times — Integrated with airport data helps passengers plan their journey and maximize their time.
- Live agent connect — Amelia can connect travelers directly with customer service staff when needed.
- Accessibility-first — High-contrast displays, closed captioning, WCAG-compliant mapping, and wheelchair-accessible positioning.
- Operational support — Amelia augments airport staff during peak periods, fills service gaps, and more importantly, frees us staff to handle more complex customer service responsibilities.
“Amelia represents the future of passenger engagement,” said Glenn E. Smith, Spatial Computing and Hologram XP, at Holomedia AI. “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.”
