North Terminal Check-In lobby heading down toward baggage claim. Detroit Metropolitan Airport. (Photo Courtesy of Wayne County Airport Authority/Vito Palmisano.)
DETROIT – Look up at a Detroit Metropolitan Airport departure board and you could see a personalized travel itinerary.
In late June, Delta Airlines launched a beta version of its new Parallel Reality technology that allows dozens of people to simultaneously see unique content on the same digital screen. Detroit is the first, and currently only, airport in the country to experiment with the futuristic technology developed by Misapplied Sciences, based in California.
“We’re pleased Delta Air Lines selected Detroit Metropolitan Wayne County Airport to be the first airport to feature the Parallel Reality technology. This is an innovative and engaging way to make traveling a little easier for our customers,” Wayne County Airport Authority CEO Chad Newton said in a statement.
Here’s how it works.
Just beyond Detroit airport security, the new display board hangs near the Delta Sky Club.
Delta passengers can scan their boarding pass, select a language and test out the system. Using “multi-view pixels and proprietary technology,” the board then shows personal flight information, boarding time or even standby status, a news release said.
As many as 100 people could be looking at the board and see something different.
Delta Senior Vice President of Customer Experience Ranjan Goswami said the new system means “customers will no longer have to search for flight and gate information.”
“This technology truly must be seen to be believed,” Goswami said in an announcement.
The Parallel Reality displays project up to millions of light rays that can be directed to a specific person. Non-biometric sensors then reportedly track passengers who can see the display even if they move.
Misapplied Sciences believes the technology has many applications.
“While we will start with Delta customers in Detroit, eventually Parallel Reality technology can be used to create seamless, engaging and personalized experiences in nearly any out-of-home venue – ranging from stadiums to theme parks to convention centers and more,” said Albert Ng, Misapplied Sciences CEO.
Delta in recent years has been testing other technologies to “streamline the airport experience.”
In early 2021, Delta partnered with TSA PreCheck to roll out a facial recognition technology in Detroit and Atlanta. It allows passengers to check-in and move through the airport using their digital identity.
Delta says the Parallel Reality experience will “always be opt-in” and customer information is not stored.
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