Delta Launches Parallel Reality Trial at Detroit Airport

Delta is set to launch new technology at Detroit Metro Airport, allowing customers to view personalized content tailored to their journey through a digital screen in the terminal.

The carrier first unveiled what it called “Parallel Reality” technology (in partnership with Misapplied Sciences) in January 2020.

It had planned to test the service later that year, but the Covid-19 pandemic saw that pushed back, with the launch date now set for June 29.

The technology allows up to 100 customers to simultaneously view personalized content tailored to their trip on a single digital screen, from flight details to wayfinding information.

No special headphones or goggles are required – as Delta puts it “Each viewer will have a unique and personalized experience, even if they are standing next to dozens of other viewers enjoying their own personalized experiences.”

Ticketed passengers can opt in to the service by scanning their boarding pass at the Parallel Reality screen near the Delta Sky Club, after security in Concourse A of the airport’s McNamara Terminal.

Delta said that “by leveraging multi-view pixels and proprietary technology, the parallel reality experience allows each customer to see personalized messages in the language – tailored to them – as they walk past the ‘digital screen’.

No customer information is stored and Delta said users will be able to share feedback “as the airline seeks to understand its real-world efficiency before potentially expanding to other airports.”

Commenting on the news, Ranjan Goswami, SVP, Customer Experience said:

“This technology really has to be seen to be believed. We can’t wait for customers to experience the ease and convenience this can bring to their travels, especially when paired with the wayfinding and personalization capabilities of the Fly Delta app.

“The Parallel Reality experience means customers will no longer have to search for flight and gate information – the personalized travel details the experience provides are a powerful complement to Delta’s digital tools, innovations airport facilities we already have in place and the unparalleled service our employees provide every day.

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