Delta Air Lines customers looking for evidence the airport of the future is here may want to book a trip through Detroit Metropolitan Airport now that Delta’s Parallel Reality technology is live and available for departing DTW customers.

“If this new technology can make finding your gate and departure information quicker and easier, we’re not just showing customers a magic trick, we are solving a real problem,” said Ranjan Goswami, senior vice president, customer experience, Delta. “Customers already rely on personalized navigation via their mobile devices, but this is enabling a public screen to act as a personal one, removing the clutter of information not relevant to you to empower a better journey.”

This category-defining technology, first debuted at Computer Technology Association’s CES trade show in 2020, allows up to 100 customers to simultaneously see personalized content tailored to their unique journey on a single digital screen. Customers who opt in to the Delta Air Lines experience will see customized flight and wayfinding information. Each viewer receives a unique and personalized experience, even as they stand next to dozens of other viewers enjoying their own uniquely personalized experiences.

Delta passengers can find this new technology in Concourse A of McNamara Terminal at Detroit Metro Airport, just past the security checkpoint. Customers departing from DTW will be able to experience the mind-bending technology and share their input directly with Delta as the airline looks to understand its efficacy in the real world before potentially expanding to other airports.

After moving through security, customers will see the Parallel Reality display near the Delta Sky Club. In Detroit, qualifying digital identity customers will be able to activate facial recognition as they approach the Parallel Reality screen. In this process, the camera will recognize the customer and will customize their flight information for an even richer experience.

To initiate the experience, all Delta passengers at DTW are welcome to interact with the experience and ticketed passengers can simply scan their boarding pass. Customers enrolled in digital identity through the Fly Delta app can also activate facial recognition at the exhibit kiosk.

Leveraging multiview pixels and proprietary technology, the Parallel Reality experience enables each customer to see personalized, in-language messages tailored just to them as they walk past the digital screen. Tailored messages include personalized wayfinding, flight information or updates to boarding time. The experience will always be opt-in, and customer information is not stored.

Delta is also investing in digital identity technology, which allows customers to move through the airport using facial recognition, eliminating the need to show a boarding pass or government ID. Digital ID is steadily expanding across the network; it’s already available in ATL, DTW, LAX and LGA, and will eventually be activated in all of Delta’s U.S. hubs.