Birmingham Airport’s AI customer assistant, BABS, is providing passengers with instant, 24/7 support before and during their journey. Developed with conversational AI specialist Hello Lamp Post, the assistant handles thousands of enquiries on check-in, security, baggage, parking, lounges and accessibility services, so airport teams can focus on more complex needs.

BABS supports passengers both in the terminal and online, and adapts its guidance to where a passenger is interacting, whether they are planning ahead, using their own device or moving through the airport. It continues to evolve through analysis of passenger interactions, helping the airport identify trends, recurring questions and ways to improve the customer journey.

The structural driver is record passenger volume combined with rising passenger expectations. Birmingham Airport handled a record 13.004 million passengers in 2024/25 and forecast close to 14 million for 2025/26, and BABS gives immediate answers to common questions so customers spend less time waiting for assistance.

“BABS has become an important part of how we support our customers, providing instant answers to thousands of enquiries while helping us better understand what matters most to our passengers,” said Stuart Haseley-Nejrup, Head of Customer Strategy at Birmingham Airport. “The success of BABS demonstrates how digital innovation can complement our customer service teams and help create a smoother, more informed journey through the airport.”

BABS forms part of the airport’s Connected Personal Experiences programme, which is being introduced in stages over three years. Birmingham Airport and Hello Lamp Post are now exploring greater personalisation, additional integrations with airport systems, expanded language capabilities and enhanced self-service options.

The airport is also considering how BABS could assist colleagues and the wider operation, helping teams access timely information, improve coordination and support smoother day-to-day activity. Future developments could see the assistant supporting passengers across more of their journey, from arrival at the airport through to departure on their own devices.

Birmingham Airport is investing £76 million a year over ten years to become the Midlands’ airport of choice. Hello Lamp Post is a conversational AI specialist led by chief executive Tiernan Mines.

For the sector, the continued rollout reflects airports using conversational AI to answer routine questions at scale and free staff for complex enquiries and face-to-face support.

Source: Future Travel Experience / ADS Group / Birmingham Airport / International Airport Review