Birmingham Airport uses AI assistant BABS to enhance CX

Birmingham Airport’s AI-powered assistant, BABS, is providing 24/7 passenger support while generating valuable customer insights, with plans to expand its capabilities through greater personalisation and operational integration.

Summary:

Birmingham Airport’s AI-powered customer assistant, BABS, developed in partnership with Hello Lamp Post, is providing passengers with instant, 24/7 support across a wide range of travel-related enquiries.
Handling thousands of enquiries, BABS helps travellers access information on check-in, security, baggage, parking, lounges and accessibility services, while enabling airport teams to focus on more complex customer needs.
By analysing passenger interactions, BABS provides valuable insights to help Birmingham Airport improve the customer journey, with future developments set to include greater personalisation, expanded language capabilities and potential applications supporting airport employees and operations.

Birmingham Airport’s artificial intelligence (AI) customer assistant, BABS, is continuing to enhance the passenger experience by providing instant, around-the-clock support to travellers before and during their journey.

Developed in partnership with conversational AI specialists Hello Lamp Post, BABS has become an integral part of Birmingham Airport’s customer experience strategy, helping passengers quickly access information on topics ranging from check-in and security procedures to car parking, lounges, accessibility services and terminal facilities.

Handling thousands of passenger enquiries, BABS provides immediate responses to common questions, reducing the need for customers to wait for assistance while allowing airport teams to focus on more complex enquiries and face-to-face support.

BABS supports passengers both in the terminal and online, giving them the information and reassurance they need in the moment. The assistant also adapts its guidance according to where a passenger is interacting, helping ensure support is relevant whether they are planning ahead, using their own device or moving through the airport.

The AI assistant is available 24/7 and continuously evolves through the analysis of passenger interactions, helping Birmingham Airport identify trends, recurring questions and opportunities to improve the customer journey.

BABS forms part of Birmingham Airport’s wider commitment to innovation, using technology to make travel easier, more accessible and more intuitive for passengers. By offering real-time support and guidance, BABS helps customers:

Find information about check-in and baggage procedures.
Navigate the airport and locate facilities.
Access information on lounges, parking and accessibility services.
Receive guidance on security requirements and passenger processes.
Obtain answers instantly at any time of day.

The insights generated through passenger interactions also provide valuable intelligence, enabling the airport to continually review and improve services based on customer needs. As passenger expectations continue to evolve, Birmingham Airport and Hello Lamp Post are exploring opportunities to further enhance the platform through greater personalisation, additional integrations with airport systems, expanded language capabilities and enhanced self-service options.

“At Birmingham Airport, we are always looking for innovative ways to improve the passenger experience,” said Stuart Haseley-Nejrup, Head of Customer Strategy, Birmingham Airport. “BABS has become an important part of how we support our customers, providing instant answers to thousands of enquiries while helping us better

understand what matters most to our passengers. Working in partnership with Hello Lamp Post allows us to combine technology with customer insight, ensuring passengers can access information and wherever they need it. The success of BABS demonstrates how digital innovation can complement our customer service teams and help create a smoother, more informed journey through the airport. As we continue to develop the platform, we are excited about the opportunities to deliver even more personalised support and further enhance the experience for everyone who travels through Birmingham Airport.”

Future developments could see BABS playing an even greater role across the passenger journey, helping travellers access the information they need quickly and confidently from arrival at the airport through to departure on their own devices.

Birmingham Airport is also exploring how BABS could expand beyond passenger support to assist colleagues and the wider operation, helping teams access timely information, improve coordination and support smoother day-to-day airport activity.