New York's LaGuardia Airport Introduces AI Hologram Concierge To Assist Travellers

Airports are often associated with long queues, confusing layouts and last-minute gate changes. Now, New York's LaGuardia Airport is trying to ease that experience with a new addition that feels straight out of science fiction. The airport has introduced a life-size AI-powered hologram concierge named ‘Bridget' at Terminal B to help travellers navigate the space more easily. As per reports, the interactive assistant is designed to answer passenger queries in real time and guide them across the terminal.

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A Hologram That Can Hold Conversations

Photo: Laguardia Gateway Partners

What sets Bridget apart is how it interacts with travellers. Unlike static airport displays or prerecorded announcements, the hologram can hold natural conversations and respond to queries instantly. Passengers can ask for directions to gates, baggage claim areas, lounges, shops or food outlets, and receive step-by-step guidance based on live terminal data.

The system is designed to function more like a digital airport ambassador than a signboard, making navigation quicker and more intuitive inside the terminal. Located near Terminal B's food hall, Bridget appears as a hyper-realistic, life-sized figure, often surprising travellers due to its human-like presence.

Technology Behind Bridget

The hologram is powered by Proto's display technology along with Holomedia's AI Concierge Wayfinder platform, which enables it to respond conversationally and provide real-time directions. At present, Bridget can communicate in English and Spanish, with more languages expected to be added over time.

The system also includes accessibility features such as:

• Closed captioning
• High-contrast displays
• Wheelchair-accessible controls

These features are intended to make the tool usable for a wider range of travellers.

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Not A Replacement For Human Staff

Photo: Laguardia Gateway Partners

Officials at New York's LaGuardia Airport have clarified that Bridget is meant to support, not replace, human staff. According to the New York Post, the AI concierge is expected to handle routine questions, especially during peak travel hours, allowing airport staff to focus on more complex passenger needs.

Developers behind the system have also highlighted that conversational AI can offer more personalised assistance compared to static signage, particularly in busy environments.

Part Of A Larger Tech Shift In Airports

Bridget's introduction reflects a wider trend of airports adopting AI-driven tools to improve passenger experience and reduce confusion. As noted by Time Out, New York's LaGuardia Airport has been actively upgrading its Terminal B experience in recent years, with Bridget being one of its latest additions.

Similar hologram-based assistants have also begun appearing at other airports, indicating that conversational AI could become a more common feature in global travel hubs.