LaGuardia Airport Deploys AI Hologram to Guide Passengers Through Terminal
LaGuardia Airport's Terminal B has installed a life-size holographic assistant powered by artificial intelligence to help passengers navigate gates, baggage claim areas, and airport services. The system, built on Proto Hologram's projection technology and Holomedia's AI Concierge Wayfinder platform, answers questions in real time and provides step-by-step directions through the terminal.
The hologram is positioned near the terminal's central Food Hall and operates as a conversational interface rather than a traditional touchscreen kiosk. Travelers can speak directly to the system and receive personalized guidance based on their location and destination.
How This Changes Customer Service Operations
For customer support professionals, this deployment illustrates how airports are rethinking assistance models. The hologram handles high-volume, repetitive inquiries-gate locations, baggage claim directions, retail locations-without requiring staff intervention. This frees human Guest Experience Ambassadors to focus on complex issues and passenger problems that need judgment or empathy.
The system works continuously throughout the day, which means it can manage peak-hour traffic when customer service counters become overwhelmed. During delays or gate changes, the hologram can communicate with multiple passengers simultaneously while staff handle individual cases.
The technology currently supports English and Spanish, with additional languages planned. The platform includes high-contrast displays, closed-caption support, and wheelchair-accessible interaction points-accessibility features that reduce friction for passengers with varying needs.
The Broader Industry Shift
Airports worldwide are adopting AI and automation tools to manage growing passenger expectations. Travelers now expect the same digital convenience in airports that they experience in retail, hospitality, and transportation apps. Holographic assistants offer a distinct advantage over static signage because they provide real-time, interactive responses rather than passive information.
Airport management has stated the hologram supports rather than replaces human staff. The system operates as an additional layer of support, not a replacement for customer service teams.
LaGuardia plans to install additional hologram units across Terminal B's concourses in future phases. Officials are also exploring expanded capabilities, including live flight updates and emergency alerts.
For customer support professionals, the lesson is clear: AI handles routine, high-volume inquiries effectively, but human support remains essential for complex interactions. The most effective approach combines both-automation managing volume and consistency, staff managing exceptions and relationships. Learn more about AI for Customer Support and how these tools reshape service operations, or explore AI for Hospitality & Events to understand technology adoption in service-focused industries.
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