Marseille Provence airport is breaking new ground by introducing an intuitive voice assistant based on artificial intelligence. The result is a dozen "conversational agents", in the form of human-sized signs. They are located in strategic areas of the terminal, to answer practical questions from passengers: "Where is Gate 24?", "Where are the toilets?", "Where can I buy a pizza?
Easy to use in over 30 languages
There's no need to install an application or provide an e-mail address, simply scan the QR code on the panel. This gives passengers instant access to the voice assistant on their phone, in their own language, such as Mandarin. Some thirty languages are available.
Oral explanations are accompanied by step-by-step visuals, using photos directly on the smartphone, to make it easier to get around, thanks to ISM (Indoor Semantic Map) technology. This made-in-France innovation was developed by Hubway.
This technological innovation comes at just the right time, as the airport is in the middle of its peak season with the summer holidays. In the first half of 2025, Marseille welcomed 5.4 million passengers, an increase of 4.5% compared with the same period in 2024. In fact, traffic in Marseille is now almost 15% higher than in 2019. This is the best performance of the major regional airports.
