AI-powered assistant aims to transform passenger experience at Birmingham Airport
Birmingham Airport (BHX) is launching an AI-powered assistant, BABS - the Birmingham Airport Bot Service – as part of its new Connected Personal Experiences (CPE) initiative created to transform passenger experience.
image: Birmingham Airport
Inspired, says the airport, by the principle that “travelling through the airport should be an enjoyable part of the journey, not just a process to get through”, CPE will combine advanced technology with improved facilities. This will help deliver, it says, an airport experience that is easier, more personal, and accessible for all.
CPE will have a multi-phased roll out over the next three years, starting with the launch of BABS.
Developed in partnership with award-winning AI provider Hello Lamp Post, BABS will act as a personal assistant, guiding customers throughout their journey and can be accessed on smartphone devices or via digital help points around the terminal. Passengers can ask BABS questions such as “Where do I check in?”, “Which gate is my flight?”, or “Where can I grab a coffee?” and receive instant answers.
By giving passengers quick and easy access to the information they need, BABS, it says, supports those who prefer independence enabling airport staff to focus more on vulnerable customers and those requiring extra assistance.
Through CPE, customers will also have access to tailored, real-time information delivered directly to their devices and interactive displays, ranging from live flight and security queue updates to dining recommendations and digital wayfinding.
The project is expected to yield additional operational benefits for the airport with increased passenger flow, reduced waiting times and streamlined operations during peak travel periods.
Commenting on the launch, Stuart Haseley-Nejrup, Head of Customer Strategy at Birmingham Airport, said, “CPE is a key milestone in our mission to lead in customer experience and tech-driven services. By integrating AI-ready technologies and omnichannel communication, we aim to create memorable, personalised moments that enhance every journey. Whether it's a family-friendly check-in, sensory rooms for neurodiverse passengers, or AI-powered recommendations, our goal is to ensure every passenger feels supported from arrival to departure.”
Chris Wilson, Head of Terminal and Capacity at Birmingham Airport, said, “CPE allows us to manage capacity more efficiently and respond to passenger needs faster, keeping the terminal running smoothly during busy periods.”
Tiernan Mines, CEO, Hello Lamp Post said, “We’re delighted to be partnering with Birmingham Airport to help support its forward-thinking approach to enhancing personalised experiences for passengers. We’re giving passengers instant access to airport and wayfinding information tailored to their location - all while giving staff back time by reducing repetitive queries. We’re ensuring travellers feel more in control of their journey by having an AI digital assistant every step of the way.”
The airport says CPE is central to its strategy to future-proof operations. Alongside digital advancements, the airport is investing significantly in modernising its terminal with upgraded check-in areas, expanded retail options, and new family zones including sensory spaces.