Boston Logan Deploys Life-Size AI Avatar Kiosk for Passenger Wayfinding
2026-09-07 · via invidis
Boston Logan International Airport has switched on a life-size AI concierge called Amelia, built on a self-contained Proto Hologram display and running Holomedia AI's conversational engine. The Massachusetts Port Authority developed the pilot with the two vendors, who describe Logan as the largest airport to deploy this kind of service. For an airport that handled 43.2 million passengers in 2025, that is a meaningful test of AI-driven kiosks at scale.
The unit is a single self-contained display with an integrated touchscreen, so it does not need separate mounted screens, external cameras or additional hardware racks to function. Passengers can talk to the avatar and get spoken, conversational directions to gates, restaurants, shops, lounges and baggage claim, paired with live mapping on the screen. It also surfaces real-time TSA wait times, which is the kind of practical, frequently-changing data point that static wayfinding signage cannot easily deliver.
According to the companies, Amelia can operate in up to 40 languages, though the Boston pilot currently runs in English, Spanish and French. Accessibility features listed in the announcement include high-contrast display modes, closed captioning, wheelchair-accessible positioning and mapping built to Web Content Accessibility Guidelines. When a query goes beyond what the avatar can handle, the system can hand off to a live customer service representative.
Why it matters for operators
For signage and kiosk operators, this is a data point on how far conversational AI avatars have moved from novelty demos into operational deployments at major transit hubs. Proto has previously positioned its hologram-style displays for retail, entertainment and corporate use; an airport-scale wayfinding deployment is a different kind of proof point, involving accessibility compliance, multilingual support and integration with live operational data like TSA queues.
What the announcement does not say is as notable as what it does. There is no detail on hardware specifications, unit cost, number of Amelia kiosks installed at Logan, uptime or maintenance arrangements, or how Massport measures success during the pilot. It is also unclear whether Amelia integrates with the airport's existing digital signage or flight information display systems, or runs as a standalone touchpoint. Airports and other high-footfall venues considering similar AI concierge deployments will want those answers, along with data on how the pilot performs, before treating this as a template rather than a one-off trial.
Massport and its partners have not indicated a timeline for expanding Amelia beyond the initial pilot phase.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
The Amelia avatar provides conversational directions, TSA wait times and assistance in multiple languages through a self-contained Proto display.
Boston Logan International Airport, which handled 43.2 million passengers in 2025, has introduced a life-size AI concierge designed to help travelers navigate the airport and ease their stress before a flight.
Named Amelia, the hyper-realistic avatar provides conversational assistance and step-by-step directions to gates, restaurants, shops, lounges and baggage claim. The Massachusetts Port Authority developed the pilot in partnership with Proto Hologram and Holomedia AI.
The companies describe Boston Logan as the largest airport to introduce the service.
Amelia combines Holomedia AI’s conversational technology with Proto’s human-scale display platform. Passengers can ask the avatar questions and receive directions accompanied by live mapping. The system also provides real-time Transportation Security Administration wait times, helping travelers plan how they spend their time in the terminal.
The concierge can communicate in as many as 40 languages, with English, Spanish and French included in the Boston pilot. It can also connect passengers with a live customer service representative when additional help is required.
Accessibility features include high-contrast displays, closed captioning, wheelchair-accessible positioning and mapping designed to comply with Web Content Accessibility Guidelines.
The self-contained unit incorporates a touchscreen and does not require external hardware. In addition to assisting passengers around the clock, Amelia is intended to supplement airport staff during busy periods and allow employees to concentrate on more complex customer service needs.
“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. “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.”