Boston Logan Deploys Nine Proto Hologram Units for AI Wayfinding Pilot
2026-09-08 · via AV Magazine
Boston Logan International Airport has installed nine Proto hologram units running an AI avatar called Amelia, in what Proto Hologram describes as the largest airport deployment of its technology to date. For operators watching the interactive kiosk and wayfinding space, this is a signal that holographic displays are moving past single-unit pilots into multi-unit rollouts at high-traffic transit venues.
The lifesize hologram uses conversational AI to help travellers find gates, restaurants, shops, lounges and baggage claim. According to the companies involved, Amelia also pulls live mapping data and real-time updates from the Transportation Security Administration, which goes beyond static wayfinding signage or a standard touchscreen directory.
The system reportedly supports up to 40 languages, including English, Spanish and French, and can hand off to a human customer service agent when needed. That handoff feature matters for airport operators, since it addresses the usual concern with AI-driven kiosks: what happens when the automated system hits the limits of what it can resolve.
On accessibility, the units are said to include high-contrast displays, closed captioning, WCAG-compliant mapping and wheelchair-accessible positioning. Airports are subject to accessibility requirements that many digital signage deployments in retail or hospitality are not, so these details are worth noting for anyone weighing similar kiosks in a public transit setting.
Who is behind it
The pilot is a partnership between Proto Hologram, Holomedia AI and the Massachusetts Port Authority, with Proto's New England creative technology studio partner Geminai also involved in the deployment. Proto founder David Nussbaum said Massport was willing to move on the technology while it "still feel[s] like science fiction to most people," framing the pilot as proof the hardware is ready for real-world, high-volume use rather than a controlled demo environment. Holomedia AI founder Glenn E Smith described Amelia as designed to combine human-style engagement with AI, meeting travellers in their own language.
What is missing from the announcement
The release does not say what the nine units cost to install or operate, how long the pilot will run, or what specific metrics Massport will use to judge success. There is also no detail on uptime, maintenance requirements, or how the system performs during the kind of peak-hour congestion it is meant to help with. For an industry still working out the economics of hologram and AI-avatar kiosks against cheaper digital signage alternatives, those numbers would tell operators far more than the marketing language does.
The deployment follows LaGuardia Airport's earlier rollout of what was billed as the first fully interactive hologram for airport guest service, suggesting airports are becoming an early proving ground for this category of hardware.
The announcement in full
Reproduced from AV Magazine for reference. Digital Signage Magazine did not write the text below.
By AV Magazine in Displays , Transport , US&Canada September 8, 2026 0
The largest airport deployment of Proto hologram technology with AI passenger assistants will help travellers find their way around the airport and comes with key accessibility features.
Boston Logan International Airport is reported to have installed nine Proto hologram units using AI avatars as customer service agents in a pilot project.
The lifesize Amelia AI hologram passenger assistant in the Proto unit uses natural conversation to help travellers find gates, restaurants, shops, lounges and baggage claim.
The assistant also has access to live mapping and real-time updates from the Transportation Security Administration (TSA).
The AI concierge wayfinder can communicate in up to 40 languages, including English, Spanish and French, and connects travellers directly to human customer service staff when needed.
The high-contrast displays also come with closed captioning, WCAG-compliant mapping and wheelchair-accessible positioning for better accessibility.
The AI avatars are intended to augment airport staff during peak periods, fill service gaps and free staff to handle more complex customer service challenges.
The pilot project is a partnership between Proto Hologram, Holomedia AI and the Massachusetts Port Authority (Massport). Proto’s New England creative technology studio partner Geminai also assisted with the project.
David Nussbaum, founder of Proto Hologram, said: “It takes bold vision to implement emerging technologies like holograms and AI avatars – innovations that still feel like science fiction to most people.
“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.”
Glenn E Smith, founder and chief experience officer at Holomedia AI, added: “Amelia represents the future of passenger engagement, as she combines the best of human connection with the power of AI.
“We designed her to meet travellers where they are, in their language and at their pace, helping them navigate the airport with confidence and ease.”
Earlier this year, LaGuardia airport in New York became the first airport in the world to deploy a fully interactive hologram for guest service and wayfinding .