Boston Logan Airport Deploys AI Hologram Concierge Named Amelia
2026-09-14 · via DailyDOOH
Boston Logan International Airport has switched on a life-size AI hologram concierge called Amelia, built to give passengers wayfinding help and answer questions through natural conversation. The pilot comes from the Massachusetts Port Authority, working with Proto Hologram and Holomedia AI, and Massport says Logan is the largest airport to deploy the service so far.
For anyone running signage or self-service kiosks in transit environments, this is worth watching as a test case for interactive AI hardware moving beyond static wayfinding screens. Amelia is described as a self-contained unit with a touch screen and no external hardware, projecting a human-scale figure that passengers can talk to for directions to gates, restaurants, shops, lounges, and baggage claim.
The unit is positioned at multiple points in the terminal and is meant to run continuously. According to the release, it pairs step-by-step directions with live mapping and pulls real-time TSA wait times from airport data feeds. Massport says the tool is meant to supplement, not replace, human staff, freeing employees for more complex service issues during busy periods.
What's included
The companies list several features bundled into the deployment:
- Multilingual conversation support, with Massport citing capability in up to 40 languages, starting with English, Spanish, and French
- Live agent connect, letting Amelia hand a traveler off to a human staff member
- Accessibility features including high-contrast displays, closed captioning, WCAG-compliant mapping, and wheelchair-accessible positioning
- Integration with TSA data for real-time wait times
Context
Proto Hologram positions its platform as an AI spatial compute product already used in healthcare, education, finance, retail, sports, and entertainment, and calls this its first major deployment in the Boston area. David Nussbaum, the company's founder, is quoted saying Massport is treating the technology as ready for operational use rather than a novelty.
What the announcement does not say is more notable in some respects than what it does. There's no detail on cost, contract length, or how many Amelia units are installed across the terminal. There's no mention of uptime data, passenger usage numbers, or how the pilot will be evaluated before any wider rollout. It also doesn't say what happens to the pilot after this initial phase, or whether other Massport-run facilities are being considered.
For digital signage and kiosk operators, the real signal here is that a major airport authority is willing to put an AI-driven hologram interface into a live, high-traffic public space rather than a controlled demo setting. Whether it holds up under everyday airport conditions, and whether Massport shares performance data, will matter more than the launch itself.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
Boston Logan Deploys Amelia #AI #Hologram
Boston Logan International Airport has introduced Amelia, a life-size, AI avatar concierge that aims to guide passengers through the terminal with natural conversation, and real-time directions.
Amelia is a pilot service by the Massachusetts Port Authority (Massport) , which they say enhances the range of existing customer service assistance options available to passengers at Boston Logan.
The program represents a new standard in airport hospitality, combining the warmth of human interaction with the precision of AI.
She (Amelia) helps travelers 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 travelers so far. This installation also marks the first major use of Proto in the Boston-area – the AI spatial compute platform is already in use in healthcare, education, finance, retail, sports, entertainment.
“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 of 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.”
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 at multiple locations, providing step-by-step directions paired with live mapping and real-time updates from the 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 communicates in up to 40 languages, and will include English, Spanish, and French.
Real-time TSA wait times — Integrated with airport data helps passengers plan their journey and maximize their time.
Live agent connect — Amelia can connect travelers 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 us staff to handle more complex customer service responsibilities.
This entry was posted
on Monday, September 14th, 2026 at 16:08 @714 and is filed under DailyDOOH Update . You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response , or trackback from your own site.About DailyDOOH Editorial Team Technology Team
AdAI: OOH – Conference Series 2023/2024 2025
AdTECH: OOH Conference Series 2016 – 2022 2022. (Our Eight Events) 2023 2024
Past Events CITY BRIEFINGS The DailyDOOH Gala Awards Returns To New York Thought Leadership Summits
The DailyDOOH Gala Awards Returns To New York
The Software Holocron (Digital Signage, Gesture, Kiosk and Touch)
Categories CEO SPOTLIGHT (101) DailyDOOH Update (15,185) DailyDOOH.net (16) Events (698) Guest Contributions (15) Housekeeping (59) Jobs (81) Scuttlebut (10,355) The Hub (5) Vlog (34) Will Work For Love (42)
Recent Entries Boston Logan Deploys Amelia #AI #Hologram New State-of-the-Art Diversified Facility in Newark, N.J. #ISE2027 Spark 3–4 February 2027 Lang AG Drone Summit #ISE2027 Call for Presenters QMS NZ and Auckland Transport Unveil City Rail Link Daktronics Sales Expo, September 16th-18th, 2026 ARF David Ogilvy Awards Jurors, October 14, 2026 The Broken Billboard Returns To The UK Pre-OBIE Awards @SolomonPtners Cocktail Reception
Boston Logan Deploys Amelia #AI #Hologram
New State-of-the-Art Diversified Facility in Newark, N.J.
QMS NZ and Auckland Transport Unveil City Rail Link
Daktronics Sales Expo, September 16th-18th, 2026
ARF David Ogilvy Awards Jurors, October 14, 2026
Pre-OBIE Awards @SolomonPtners Cocktail Reception
Meta Register Log in Valid HTML5 WordPress