Birmingham Airport’s AI customer assistant, BABS, provides support to travelers before and during their journey. Developed in partnership with conversational AI company Hello Lamp Post, the solution has handled thousands of passenger inquiries and gives immediate responses to common questions in its first year of operation, the airport has revealed.
BABS helps passengers find information on topics including check-in and baggage procedures, security requirements, car parking, lounges, accessibility services and terminal facilities, and can help them locate facilities in the terminal. The airport says this reduces the need for customers to wait for assistance and enables airport teams to focus on more complex inquiries and face-to-face support.
BABS supports passengers both in the terminal and online, and adapts its guidance according to where a passenger is interacting. It is available 24/7, and the airport says it continues to develop through analysis of passenger interactions, which helps the airport identify trends, recurring questions and ways to improve the customer journey.
Birmingham Airport and Hello Lamp Post are exploring further development of the platform, including greater personalization, additional integrations with airport systems, expanded language capabilities and enhanced self-service options. The airport is also exploring how BABS could expand beyond passenger support to assist colleagues and the wider operation.
Stuart Haseley-Nejrup, head of customer strategy at Birmingham Airport, said, “At Birmingham Airport, we are always looking for innovative ways to improve the passenger experience. BABS has become an important part of how we support our customers, providing instant answers to thousands of enquiries while helping us better understand what matters most to our passengers.”
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