Delta is set to launch new technology at Detroit Metropolitan airport, enabling customers to view personalised content tailored to their journey via a digital screen within the terminal building.

The carrier first unveiled what it referred to as “Parallel Reality” technology (in partnership with Misapplied Sciences) back in January 2020.

It had planned to trial the service later that year, but the Covid-19 pandemic has seen that pushed back, with the launch date now set for June 29.

The technology allows up to 100 customers to simultaneously see personalised content tailored to their journey on a single digital screen, from flight details to wayfinding information.

No special headsets or glasses are required – as Delta says “Each viewer will get a unique and personalised experience, even as they stand next to dozens of other viewers enjoying their own uniquely personalised experiences”.

Ticketed passengers can opt in to the service by scanning their boarding pass at the Parallel Reality display close to the Delta Sky Club, past security on Concourse A within the airport’s McNamara Terminal.

Delta said that “Leveraging multi-view pixels and proprietary technology, the Parallel Reality experience enables each customer to see personalised, in-language messages – tailored just to them – as they walk past the digital screen”.

No customer information is stored, and Delta said that users will be able to share their feedback “as the airline looks to understand its efficacy in the real world before potentially expanding to other airports”.

Commenting on the news Ranjan Goswami, SVP, customer experience, said:

“This technology truly must be seen to be believed. We can’t wait for customers to experience the ease and convenience it can bring to their journeys, especially when paired with the wayfinding and personalisation capabilities of the Fly Delta app.

“The Parallel Reality experience means customers will no longer have to search for flight and gate information – the personalised journey details the experience delivers is a powerful complement to Delta’s digital tools, the airport innovations we’ve already put in place and the unmatched service that our employees provide every day.”