Travelers passing through New York's LaGuardia Airport may soon find themselves asking a hologram for directions instead of a human. The airport's Terminal B has unveiled 'Bridget,' a life-sized AI-powered concierge designed to guide passengers around the terminal through face-to-face conversations. But rather than replace workers, officials say the new employee is meant to ease stress during busy travel periods.
Futuristic Assistance
The futuristic assistant, which appears as a hyper-realistic hologram, can answer questions about gates, baggage claim, lounges, restaurants and shops in real time. Unlike prerecorded digital greeters already used in some airports, Bridget responds conversationally and provides live step-by-step directions using terminal maps.
Complementing Human Staff
Airport managers insist the technology is intended to complement customer service staff rather than eliminate jobs. '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 of LaGuardia Gateway Partners, which operates the terminal. She said the hologram would provide 'an additional layer of intelligent, multilingual support' for passengers navigating the airport.
Multilingual and Accessible
The AI concierge currently speaks English and Spanish, with additional languages expected to be added later. Officials also say the system was built with accessibility in mind, featuring wheelchair-friendly controls, high-contrast displays and closed captions.
Busy Hub
LaGuardia Airport is one of the busiest airports in the United States, handling roughly 33 million passengers a year following its multibillion-dollar redevelopment. Terminal B alone serves major domestic carriers including American Airlines, JetBlue Airways and Southwest Airlines. Despite its sleek new terminals and technology upgrades, travelers still frequently complain about long security lines, flight delays, overcrowded gate areas and heavy traffic around pick-up and drop-off zones.
Technology Behind Bridget
The new technology installed in the hub was developed by Proto Hologram alongside Holomedia AI, whose software powers the assistant's conversational responses and wayfinding tools. David Nussbaum, founder of Proto Hologram, said airports are evolving beyond static signs and information desks. 'Most people think of airports as stressful and confusing environments, but LaGuardia's Terminal B leads the world in changing all that,' he said, adding that the technology allows airports to provide guidance 'in ways that feel natural and intuitive.'
Rollout and Future
The first Bridget hologram has been installed near Terminal B's food hall at LaGuardia, with additional units expected across the terminal's concourses in the coming months. The rollout comes as airports worldwide race to integrate more AI into the travel experience - from facial recognition boarding gates to chatbot assistants and automated baggage systems. But the rise of AI-powered airport staff is also likely to intensify concerns about automation replacing human workers and increasing surveillance in already heavily monitored travel hubs.
Officials at LaGuardia stressed Bridget is meant to function as operational backup during peak travel times when customer service workers are busy assisting passengers elsewhere. Still, the arrival of a talking hologram concierge in one of America's busiest airports marks another sign that the sci-fi version of air travel may already be landing.
