Birmingham Airport improves customer experience with AI

 
Above:  Concept Image of BABS Help Point in Terminal.
Courtesy BHX

Known as ‘Connected Personal Experiences’ (CPE), the initiative will integrate leading technology into the airport journey providing passengers with the opportunity to receive real-time tailored updates directly to their smartphones. 

As part of the first phase of CPE, which will have a multiphased roll out over the next three years, the airport will be launching an AI-powered assistant, BABS – the Birmingham Airport Bot Service.  

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 supports those who prefer independence while enabling airport colleagues to focus more on vulnerable customers and those requiring extra assistance. 

As part of the programme, customers will also have access to tailored, real-time information delivered directly to their devices and interactive displays, including live flight and security queue updates, dining recommendations and digital wayfinding. 

Commenting on the launch of BABS, 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.” 

The innovative project is expected to yield additional operational benefits for the airport with increased passenger flow and reduced waiting times during peak travel 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. We share Birmingham’s dedication to putting passengers first and are proud to be supporting another major airport in transforming how they connect with passengers and staff.”