Miami International Airport is revolutionizing travel with a new omni-channel chatbot integrated with holograms, offering real-time, app-free assistance. The airport is also exploring sensory branding, including a signature scent and drink, to enhance the passenger journey. Automation like cleaning robots and AI-driven analytics is being introduced without replacing human jobs. (Image: MIA)
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GLOAs airports around the world race to harness next-gen technologies, Miami International Airport (MIA) is emerging as a leader by fusing automation, mixed reality, and human-centered design into a bold strategy for the future of air travel. At the center of this transformation is MIA’s top tech investment for 2025: an omni-channel chatbot integrated with interactive holograms, designed to create seamless, app-free conversations between passengers and airport systems.
“You’ll be able to speak to a hologram and get real-time airport information without needing an app,” said Maurice Jenkins, Chief Innovation Officer at MIA, ahead of his appearance at the World Aviation Festival 2025 in Lisbon. “Whether it’s WhatsApp, Messenger, or something else, we’re removing friction and making it natural. That’s what great tech should do.”
Set to be showcased at the World Aviation Festival from October 7–9 at Feira Internacional de Lisboa (FIL), MIA’s strategy is drawing global attention. The event will gather 6,000 attendees, 600 speakers, and 400 exhibitors across tracks on AI, smart airports, digital transformation, and autonomous technologies—precisely the spaces where MIA is pushing boundaries.
Yet for Jenkins, innovation is more than digital—it’s emotional. Miami International Airport is pioneering sensory branding, working on a “Miami scent” and a signature airport drink to create immersive, place-based experiences that begin the moment travelers step off the plane. “Why rush to baggage claim?” Jenkins asked. “Why not stay immersed in the journey?”
This initiative is part of a broader cultural shift that Jenkins is championing—one that sees the airport not merely as infrastructure, but as a dynamic, adaptive ecosystem. “Innovation isn’t just about tech; it’s process improvement. It’s a cultural shift,” he emphasized.
That shift includes a new vision for automation. At MIA, robotics and autonomous systems—like cleaning bots and autonomous lawnmowers—are being deployed not to replace staff but to enhance their value. “We’re not substituting humans; we’re repositioning talent to add more value,” Jenkins explained. The airport is also piloting projects around aircraft turnaround analytics and autonomous vehicle testing, inspired by leading innovations from hubs in Hong Kong and Europe.
Artificial intelligence, too, is being adopted with clear-eyed pragmatism. Jenkins acknowledges the industry’s growing fascination with AI but stresses that it must drive real-world benefits. “Everyone’s chasing the panacea,” he said. “But we’ve seen real promise in AI for revenue optimization and customer experience. At the same time, we’re evaluating where it can deliver tangible operational benefits… not every airport is the same.”
MIA’s forward-thinking roadmap also includes explorations into parallel reality technologies and expanded collaborations with startups, some of which remain under wraps. But Jenkins insists the real driver of transformation isn’t just tech—it’s mindset. “We’re building a culture of innovation. Our executives are backing it. That’s what will change our airport… and the industry.”
As Jenkins takes the stage in Lisbon this October as part of the Smart Airports & Innovation track, MIA will be showcased as more than an airport—it will be a case study in how human-first innovation can redefine the passenger experience for the digital age.
Source: MIA
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