LaGuardia Terminal B unveils AI hologram for travellers

LaGuardia Terminal B has introduced an interactive AI guest ambassador hologram for travellers, which it describes as the first airport terminal to use the technology for wayfinding and guest service.

The hologram, named Bridget, has been installed near the terminal's Food Hall and is designed to answer passengers' questions in natural language. It provides directions to gates, shops, lounges and baggage claim, and operates in English and Spanish.

Terminal B manager LaGuardia Gateway Partners said the digital assistant is meant to work alongside its human Guest Experience Ambassadors, not replace them. It can provide support during busy periods when staff are assisting other passengers.

The installation uses hologram hardware from Proto and the AI Concierge Wayfinder application from Holomedia. The companies said other airports have used holograms for entertainment or recorded greetings, but not as a fully interactive navigation tool inside the terminal.

Accessibility features include closed captions, high-contrast displays and a physical interface positioned for wheelchair users. More units are expected to be installed in each of Terminal B's two concourses.

LaGuardia Terminal B is a central part of the wider redevelopment of LaGuardia Airport by the Port Authority of New York and New Jersey. The terminal project was completed in 2022 at a cost of USD $5.1 billion, according to the operator, and serves airlines including Air Canada, American Airlines, Frontier, JetBlue, Porter, Southwest and United.

Since the redevelopment, the terminal has sought to position itself around customer service. In 2023, it became the first airport terminal in North America to receive a five-star customer experience rating from Skytrax, according to LaGuardia Gateway Partners.

Guest support

Airports are testing a range of digital tools to meet growing passenger expectations for information, language support and terminal navigation. Operators are under pressure to improve passenger flow while maintaining staffed services for complex enquiries and accessibility needs.

At LaGuardia, the hologram is being presented as an additional front-line channel for common questions that can delay passengers or create queues at information points. By placing the unit in a busy public area, the terminal appears to be targeting travellers who need quick directions without having to find a staffed desk.

"At Terminal B, our North Star has always been to provide an exceptional guest experience through a unique blend of innovation and world-class hospitality," said Suzette Noble, Chief Executive Officer of LaGuardia Gateway Partners.

"The introduction of the interactive AI hologram aligns perfectly with this vision, allowing us to leverage next-generation technology to meet the evolving needs of our travelers. By providing an additional layer of intelligent, multilingual support, we are ensuring that every guest who passes through our terminal enjoys a seamless and stress-free journey."

Technology push

Proto, which supplied the hologram hardware, builds life-size display units that present remote or AI-generated figures. Holomedia focuses on spatial computing tools for passenger engagement and wayfinding in transport settings.

The companies argue that a human-like interface can be easier for travellers to approach than static screens or signs, particularly in large terminals where passengers are often under time pressure. The deployment at LaGuardia gives both companies a visible transport use case at one of the best-known airports in the United States.

"Most people think of airports as stressful and confusing environments, but LaGuardia's Terminal B leads the world in changing all that," said David Nussbaum, Founder of Proto Hologram. "Communication with humans will always be the best way to help travelers find their way, and for the first time in any airport, AI-powered interactive hologram avatars extend the reach of the human guest experience ambassadors. Proto Hologram and Holomedia's digital helpers can guide and advise travelers in ways that feel natural and intuitive -- and can give much more personalized information than static signage and passive video screens. The future of travel has begun at LaGuardia."

Holomedia framed the launch as part of a broader shift in airport technology spending toward systems that support both operations and passenger-facing services.

"As passenger expectations evolve, airports are increasingly seeking technologies that not only improve operational efficiency, but also create memorable, frictionless, and personalized journeys," said Glenn E. Smith, Spatial Computing XP Architect. "HOLOMEDIA AI bridges this gap through life-size holographic avatars powered by real-time wayfinding, multilingual support, and integrated passenger engagement tools."