Birmingham Airport's AI Assistant BABS Continues to Transform the Passenger Experience
A year on from launch, Birmingham Airport’s AI customer assistant, BABS, developed in partnership with Hello Lamp Post, has become an integrated service for customers and colleagues, helping passengers access quick, clear support while giving airport teams more time to focus where human help matters most.
Since launch, more than 220,000 customers have interacted with BABS, exchanging over 780,000 messages across the passenger journey. From check-in and security guidance to car parking, lounges, accessibility services and terminal facilities, BABS provides instant information when customers need it.
By managing high volumes of common enquiries in the moment, BABS has saved considerable colleague time. This has freed airport colleagues to support vulnerable customers who need personal assistance, while also giving customer communications teams more time to help passengers.
BABS is designed to be easy to access in the terminal and online. Customers can use dedicated touchscreens at the airport or scan QR codes to continue the conversation on their own devices, making support available in the way that works best for them.
The platform can already be used in multiple languages and can adapt to support visually impaired customers. Birmingham Airport is now looking at how to improve this further, including the introduction of spoken-word functionality to make BABS more accessible for all customers.
BABS forms part of Birmingham Airport’s wider commitment to innovation, using technology to make travel easier, more accessible and more intuitive while complementing the expertise and care provided by colleagues.
A Smarter Journey for Passengers
By offering real-time support, guidance and live journey information, BABS helps customers:
Find information about check-in and baggage procedures.
Navigate the airport and locate facilities.
Access information on lounges, parking and accessibility services.
Receive guidance on security requirements and passenger processes.
Access live information such as flight updates and security wait times.
Obtain answers instantly at any time of day.
At the same time, the insights generated through customer interactions provide valuable intelligence, enabling the airport to continually review and improve services based on the questions, needs and experiences of passengers.
As Birmingham Airport looks ahead, the focus is on building on BABS’ first-year success and continuing to make the platform more accessible, inclusive and useful for every customer. Future development will include exploring spoken-word support, as well as further improvements that help customers access information in the format that works best for them, whether through dedicated airport touchscreens, QR codes or their own mobile devices and existing messaging apps. Birmingham Airport is also continuing to explore how BABS can support colleagues and the wider operation, helping teams access timely information, improve coordination and provide even better support to customers across the airport.
Stuart Haseley-Nejrup, Head of Customer Strategy, Birmingham Airport said:
"What has been most powerful about BABS is seeing the difference it makes in real moments for our customers and colleagues. Travel can be exciting, but it can also be stressful, especially when customers need quick reassurance or extra support. BABS helps people get the information they need quickly, while giving our colleagues more time to focus on the customers who need a more personal level of care."
"I am incredibly proud to have led this innovative project as part of our wider Customer Experience strategy at Birmingham Airport. It shows what can be achieved when we use technology in a thoughtful way, not to replace human support, but to strengthen it and make the airport experience easier, more accessible and more responsive for everyone."
"A year on, BABS has become much more than a digital assistant. It is now part of how we listen, learn and improve. As we continue to develop the platform, particularly around accessibility and spoken-word support, I am excited about the role BABS will play in helping us deliver a better experience for every customer who travels through Birmingham Airport."
Tiernan Mines, CEO & Co-founder, Hello Lamp Post said:
"Seeing the impact BABS has had over the past 12 months is a brilliant testament to what happens when cutting-edge AI is deployed with a genuine human-first purpose. It proves that AI is no longer just a trend in aviation - it’s a critical pillar of modern passenger experience."
"Our platform was built to bridge the gap between people and physical spaces, and it’s incredibly rewarding to see BABS empowering both passengers and hard-working airport colleagues. We’re thrilled with the success of our partnership with Birmingham Airport so far, and we’re excited to keep pushing the boundaries together into the future."