Airport Experience® News - Retail Innovation Issue 2024

Above: Digital signage from Syntec integrates AI systems, allowing personalized information to be pushed through a traveler’s cell phone.

lot of concepts around passenger experience and behavior.” The team at PIT has also explored future tools through the airport’s xBridge Innovation Program, an initiative partnering the airport with tech companies to develop and test new AI and machine learning tools. Jenkins, whose role includes conducting business model analytics around AI products for potential implementation, believes that successfully integrating AI tools into airports relies on a few key best practices. Airports should start small “so you can properly scale,” he notes, citing the experience of receiving feedback that MIA's in-house app needed to be streamlined. “I sat with a group of fourth graders and said, ‘I have this great app in my airport – would you use it?’” says Jenkins. “What did they tell me? ‘No.’ Why? Because they’d have to delete something off of their phones, and they don’t want to,” he adds. “If a fourth grader is telling you that, what are we telling you?” Jenkins also referenced the need for airports to make sure prospective AI tools are fed with the right information, because “AI does hallucinate – it’s only as good as the data you’re drawing from.” Yahav Ran, CEO of digital airport communication firm Synect Media , believes that airports can best implement AI technology through customers’ most trusted travel accessory: the cell phone. “We believe mobile phones are essential as they are widely used, easily accessible, and an established resource for information seeking,” says Ran. Encouraging travelers to use AI-powered systems to search airport concessions and retail locations can be achieved through a two-prong strategy: awareness and simplicity. Airports should “implement a strong campaign to spread awareness about the service” at critical decision points, says Ran, ensuring that “passengers are well-informed about the AI-powered systems, increasing their usage.” Once travelers are aware of

how to use their mobile phones to engage with AI services, using already-familiar technology such as QR codes and tap-to pay checkout rather than external apps “avoids unnecessary delays or extra steps in generating an interaction,” adds Ran. Airports can also maximize the likelihood of passenger transactions by incorporating interaction between AI systems and in-airport digital displays, says Ran. “For example, if a passenger asks the AI for burgers, they will receive the information on their phone, and an icon of the food court with an arrow can appear on the nearby sign, with additional information if applicable.” Ran adds that airports can even ensure accessibility through tools like the ReverseAI concession-searching product, which automatically detects the users’ native language. “This capability is particularly beneficial in international airports and as international travel increases,” says Ran.

Above: Maurice Jenkins, chief innovation officer at the Miami Dade County Aviation Department, has a goal to “go from being proactive to being predictive” with implementation of AI.

Speaking on an AI-focused panel at the AMAC Business Diversity Conference in Nashville, Jenkins noted that airports have a wealth of untapped customer data that could be better funneled into concessions and retail strategy. “How do I help you have the ability to capture [passengers]... so you can generate revenue?” he says. In embracing new AI tools, “we want to go from reactive to proactive, but I want to go from being proactive to being predictive.” Deepak Nayyar, executive vice president and CIO at the Allegheny County Airport Authority, which runs Pittsburgh International Airport (PIT), says technology is at the forefront for the airport. “Post-COVID, many airports across the world are embracing a more commercially and customer-focused mentality, promoting themselves as shopping destinations. This shift plays a vital role in our digital transformation strategy which includes data and AI,” he says. Nayyar believes that AI offers “a transformative edge” to airports and retail partners in that it can boost non-aeronautical revenue sources such as retail concessions, duty-free shops, car parking, real estate, and food and beverage services. The team at PIT is “ just scratching the surface with AI,” says Nayyar, adding they currently use sensor data to monitor retail patterns during the airport’s rush hours. As the airport’s new terminal renovation project evolves, “we will be implementing a

Above: Deepak Nayyar, executive vice president and chief information officer at Allegheny County Airport Authority, sees potential for AI to increase non-aeronautical revenues at airports.

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AX NEWS SEPTEMBER 2024