Birmingham Airport expands role of AI assistant in passenger services

Birmingham Airport is exploring new applications for its AI-powered passenger assistant, BABS, following its use in handling thousands of customer enquiries.

Developed with conversational AI specialist Hello Lamp Post, the assistant provides round-the-clock support through digital channels, helping travellers find information about check-in, baggage, security procedures, parking, lounges, accessibility services and terminal facilities.

Available both online and within the terminal, BABS adapts its responses according to where passengers are interacting with it. The system provides immediate answers to routine questions, allowing customer service teams to concentrate on more complex enquiries and face-to-face assistance.

Passenger interactions also provide the airport with information about frequently asked questions and recurring concerns, helping it identify opportunities to improve services.

“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,” said Stuart Haseley-Nejrup, Head of Customer Strategy at Birmingham Airport.

The airport and Hello Lamp Post are now exploring additional system integrations, expanded language capabilities, greater personalisation and more self-service options.

Birmingham Airport is also considering extending BABS beyond passenger-facing services to support airport employees, providing access to operational information that could improve coordination and day-to-day activities.