Delta’s new parallel reality experience in Detroit

Airline executives spend a lot of time talking about technology and personalization, but in general, I think they just talk. Delta is currently deploying features at Detroit Metropolitan Airport (DTW), which airlines claim to be the “airport of the future.”

Delta’s customized parallel reality board

Delta has introduced parallel reality technology at Detroit Airport. This is the shape of a large digital screen that allows up to 100 people to see personalized information.

Customers who choose to use a digital ID at check-in can access the Parallel Reality Exhibition via facial recognition by going up to the exhibition and looking at the camera. On the other hand, other passengers can access it by scanning the boarding pass.

Delta’s Parallel Reality Experience Detroit

The screen shows different things depending on the viewing angle, so each person sees customized information. The screen shows your name, SkyMiles Elite status, departure gate, flight number, and flight time.

Delta’s Parallel Reality Techno Roy

The technology first debuted at CES 2020, and Delta introduced it in partnership with Southern California-based technology startup Missapplied Sciences.

Ranjan Goswami, SVP of Customer Experience at Delta, describes the technology as follows:

“With this new technology, if we can find gate and departure information quickly and easily, we are not only showing our customers magic tricks, but also solving real problems. Customers are already through mobile devices. Relying on personalized navigation, this allows the public screen to act as a personal screen, removing clutter of information that is not relevant to you and empowering you on a better journey. . ”

“Most of us can’t imagine our lives without the constant peace of mind that mobile phones offer. But in the end, we want our customers to be able to navigate their journey without being buried in the screen. In the future, we want to create an airport experience that is as convenient and informative as the phone at hand. ”

This is really cool, but …

This technology is completely wonderful and innovative. Forget the actual application here. But the fact that the screen can use facial recognition to display 100 different messages at the same time purely based on the angle at which someone is looking at the screen is incredible.

That said, I’m wondering how useful this is, not just a shiny toy.

It’s pretty cool, so people will definitely check this out for novelty. In that sense, this is a great PR for Delta and shows that airlines are leaders in technology and innovation. Those who use this technology are also those who have the Delta app. All this information, and more. You can access it from anywhere and you don’t have to go to a specific place. Indeed, this is the first instance of this technology being used, and there may be other applications in the future. But I’m having a hard time thinking about using this aggressively for consumers, not just targeted advertising. I find it worthwhile, but it’s not a (certainly cool) technique that doesn’t have a human element. It’s like saying that Instagram makes me feel worthwhile by suggesting profiles for planes and cute dogs. Looking at the departure board and seeing all the destinations from the major Global Hubs is one of my favorite things about being at the airport.

I’m not going to mess with that idea. I don’t think this was cheap, just because airlines only have the money to invest in things. I think there are other areas where you can spend your money better. I would like to know if OMAAT readers can think of other applications that may be more useful.

Conclusion

Delta offers a new parallel reality experience at Detroit Airport. This is a great technology worth checking out for novelty. Facial recognition allows you to view up to 100 people at a time with customized flight information, depending on the viewing angle of the screen. It’s cool, but I’m wondering if this serves a purpose that goes beyond the cool elements.

What do you think of Delta’s parallel reality experience?

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