Boston Logan introduces Amelia – an AI avatar concierge

Boston Logan International Airport has introduced Amelia, a life-size AI avatar concierge that offers multilingual, conversational assistance, real-time directions and TSA information to help passengers navigate the terminal.

Summary:

Boston Logan International Airport has introduced Amelia, a life-size AI avatar concierge, providing passengers with natural-language assistance, real-time directions and live airport information.
The always-on concierge can communicate in up to 40 languages and helps travellers find gates, restaurants, shops, lounges and baggage claim, while providing real-time TSA wait times and step-by-step mapping.
Amelia is designed to complement airport staff as well as enhance the passenger experience, filling service gaps during peak periods and allowing human agents to focus on more complex customer needs.

Boston Logan International Airport has introduced Amelia, a life-size, hyper-realistic artificial intelligence (AI) avatar concierge that guides passengers through the terminal with natural conversation, and real-time directions. Amelia, a pilot service announced by the Massachusetts Port Authority (Massport), enhances the range of existing customer service assistance options available to passengers at Boston Logan. The programme aims to represent a new standard in airport hospitality, combining the warmth of human interaction with the precision of AI. Amelia helps travellers 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, Boston Logan is the biggest airport to provide the service to travellers. 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 and entertainment.

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 and provides step-by-step directions paired with live mapping and real-time updates from the Transportation Security Administration (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 communicate in up to 40 languages, including English, Spanish and French.
Real-time TSA wait times integrated with airport data help passengers plan their journey and maximise their time.
Live agent connect – Amelia can connect travellers 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 staff to handle more complex customer service responsibilities.

“It takes bold vision to implement emerging technologies like holograms and AI avatars, innovations that still feel like science fiction to most people,” said David Nussbaum, Founder, Proto Hologram. “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.”

Glenn E. Smith, Spatial Computing and Hologram XP, Holomedia AI, commented: “Amelia represents the future of passenger engagement. She combines the best of human connection with the power of AI. We designed her to meet travellers where they are, in their language, at their pace, helping them navigate the airport with confidence and ease.”