Norwich Airport has launched an innovative AI-powered wayfinding system aimed at enhancing the travel experience for passengers with additional needs.
In what is believed to be a UK-first, the airport has teamed up with a local company called Access to Words to provide passengers with on-demand multi-lingual support in British Sign Language, spoken words, large print and easy-read formats to help them navigate their way around the airport.
At the heart of the system is an AI-generated avatar called Cassie, developed in-house by Norwich-based Access to Words using motion capture technology and certified professional British Sign Language signers.
This ‘synthetic signer’ uses sign language to convey a range of information alongside the options to hear the instructions out loud, and to read them in large typeface.
Using a series of QR codes placed in the terminal building and airport car parks, passengers can scan these codes using their smartphones to access a library of key routes through the airport. These include, for example, how to go from the car parks to the main terminal entrance, or from the Assisted Travel Desk to the check-in desks, security area or departures.
The step-by-step navigation guides offer detailed instructions to provide real-time, personalised assistance, ensuring that all passengers, regardless of their mobility or sensory needs, can navigate the airport confidently and independently.
Dan Bean, Ground Handling and Safety Manager at Norwich Airport, said: “We’re excited to have launched this cutting-edge technology in partnership with Access to Words. Every year we support thousands of passengers with assisted travel and this technology will help anyone find their way around, whether they have additional needs or not. Our aim is to provide a seamless and inclusive travel experience for everyone using the airport. Anyone wanting to try out the new technology can visit the Assisted Travel page on our website.”
Adrian Pickering, founder of Access to Words, who has a background in machine learning and artificial intelligence, said: “We’re delighted that Norwich Airport has adopted our technology, which is the first time it’s been used in an airport. Our whole ethos is about making communication accessible, not just to people who may be sight or hearing impaired, but also dyslexic people, those with low literacy and international audiences.
“Norwich Airport is fantastic because when it comes to accessibility it’s not a check-box exercise for them, they go far and beyond and it’s embedded in the way they think and work. They really care about making the airport experience as painless and enjoyable as possible for all passengers, and it’s great to be part of that.”
Access to Words is hoping its technology will be adopted by other airports and is in discussions with health service providers about offering wayfinding in hospitals and clinics using QR codes and links on patient communications.
To try the new technology, go to Assisted Travel – Norwich Airport Website, click on ‘Finding your way – Access to Words partnership’, and follow any of the links.
