PARALLEL REALITY to Debut at Detroit Metropolitan Airport

Delta Air Lines and Misapplied Sciences are launching the world’s first PARALLEL REALITY beta experience for customers at Detroit Metropolitan Airport from 29 June 2022.

PARALLEL REALITY allows up to 100 customers to simultaneously view personalised content tailored to their unique journey on a single digital screen. The technology is enabled by a new type of pixel that can project millions of light rays of different colours and brightness, which can each be software-directed to a specific person.

Customers who opt in to the experience will be able to access customised flight and wayfinding information while standing next to other passengers enjoying their own unique experiences.

The PARALLEL REALITY technology allows multiple customers to view personalised flight information tailored to their trip on a single, shared digital screen
Ranjan Goswami, Delta SVP – Customer Experience, said:

“This technology truly must be seen to be believed. We can't wait for customers to experience the ease and convenience it can bring to their journeys, especially when paired with the wayfinding and personalisation capabilities of the Fly Delta app. The PARALLEL REALITY experience means customers will no longer have to search for flight and gate information – the personalised journey details the experience delivers is a powerful complement to Delta’s digital tools, the airport innovations we've already put in place and the unmatched service that our employees provide every day.”

The new technology will be situated in Concourse A at Detroit Metropolitan Airport’s McNamara Terminal, just past the security checkpoint.  To initiate the experience, ticketed passengers can scan their boarding pass, and those enrolled in digital identity can activate the facial recognition feature.

Customers will then be able to see personalised, in-language messages when they walk past the digital screen.

Matt Muta, Delta VP – Innovation, said:

“The spirit of innovation is a driving force across Delta. We're constantly searching for ways to innovate to improve the customer experience meaningfully. With the PARALLEL REALITY technology, we saw an opportunity to transform another aspect of the airport journey into seamless, personalised and wholly unexpected.”

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