Three holographic customer-service agents have been installed at Las Vegas’ McCarran International Airport.
Located in the D Gate satellite concourse, the virtual assistants mainly guide travelers to the trams that connect different parts of the airport. The holograms, named Jennifer, Adam and Angie, are positioned near the blue tram to Terminal 1, the red tram to Terminal 3 and the concourse information desk, respectively.
These graphics were created by PRSONAS, a North Carolina–based hologram company. The messages are customized with Las Vegas–themed wording designed to engage travelers while pointing them toward the correct tram: for example, “Don’t roll the dice with your baggage. Save that for the casino.” and “Don’t play the odds yet. Make sure you’re getting on the right tram.”
Although the holograms are capable of interacting with passengers, that interactive functionality has been disabled to reduce distractions. “The novelty catches some people’s attention. If we offer multiple channels to reach more people, then we see more success,” said Christine Crews, a spokesperson for McCarran International Airport.
Reactions from travelers have been mixed. Many passengers ignored the displays, while some raised concerns about accessibility—for instance, a Spanish-speaking traveler noted the instructions were provided only in English.
As airports experiment with digital and holographic wayfinding, operators face a balance between eye-catching technology and practical communication. Clear language options, discreet placement and complementary information channels can help ensure that new tools assist rather than distract busy travelers.
McCarran’s holographic agents represent a growing trend in transportation hubs to use visual, automated guides to improve passenger flow. When thoughtfully implemented, such systems can simplify navigation for first-time visitors and frequent flyers alike, provided they are paired with inclusive, multilingual support and traditional information points for those who prefer human assistance.