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DFW Airport Tests Digital Human Concierge to Elevate Customer Experience

News Image DFW AIRPORT, Texas – June 30, 2021 – Dallas Fort Worth International (DFW) Airport’s Innovation team worked with IBM Watson and Soul Machines to develop an artificial intelligence-powered digital concierge.

The digital human concierge – a lifelike, responsive on-screen image – provided DFW passengers on-demand, voice-based answers to their questions from her temporary location in Terminal A, near gate A-34. The first phase of the test ended June 25.

“DFW is committed to transforming the travel experience through technology, processes and people. And, with a digital human we are offering an innovative, engaging and interactive experience for our customers while ensuring they have the information they need to travel seamlessly through our Airport,” said Paul Puopuolo, DFW Airport Executive Vice President of Innovation.

DFW Airport is the first airport to merge IBM Watson artificial intelligence with Soul Machines Digital DNA to create a digital concierge.

“Combining art, technology and empathy, the DFW digital concierge has embarked on a continuous learning journey to a set a new standard for on-demand digital services to travelers,” said Sai Bezawada, IBM Client Technology Leader.

“The digital human concierge is powered by Soul Machines’ Human OS technology, which allows her to interact with flyers at DFW in a way similar to how two people would talk to one another,” said Soul Machines co-founder and Chief Business Officer Greg Cross. “She’s a testament to how organizations like DFW are pushing the envelope with technology like autonomous animation to connect with their customers.” 

The DFW Airport Innovation Team will use results of the test program to evaluate the digital concierge’s future potential at DFW. As the Airport of the future, DFW is committed to staying a step ahead of its customers, who are increasingly choosing on-demand voice-based technology when seeking information on their smart phones or other devices.


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