The technology will support 88 different languages, making it especially useful for international travelers navigating one of Houston’s busiest airport terminals.

HOUSTON — Travelers passing through George Bush Intercontinental Airport may notice something that looks like it came straight out of a science fiction movie.

A new AI-powered hologram assistant called Ask IAH is now helping travelers inside Terminal E’s international arrivals area as part of a 90-day pilot program at Bush Airport.



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The hologram can answer questions about flights, gates, baggage claim, restaurants and more. Developers say once fully rolled out, the technology will support 88 different languages, making it especially useful for international travelers navigating one of Houston’s busiest airport terminals.

The technology was developed by Houston-based AEXA Aerospace.

Dr. Fernando De La Peña Llaca, the company’s CEO and president, said the hologram combines artificial intelligence with holographic technology to create a more interactive experience.

“It’s a combination of holographic interface and AI, so it essentially creates the illusion that there’s a person there that can see you and hear you,” De La Peña told KHOU 11’s Michelle Choi. “When people, especially international visitors, are coming, the first thing they see is this oculus and the AI and they say, ‘OK, I’m in Houston and I’m in the future. I’ve landed.'”

While the hologram may feel futuristic, the technology itself is not entirely new.

According to AEXA Aerospace, earlier versions were first used with NASA in 2021 to help connect astronauts in space with medical teams on Earth. The company has since upgraded the technology with AI for commercial use.

We spoke with several travelers at Bush Airport, and reactions were mixed.

Some said they appreciated the convenience, especially when language barriers are involved.

Busra Taygun, who was waiting for family to arrive from Turkey, said the technology could make it easier for travelers to get information quickly.

“George Bush Airport is too big of an airport,” Taygun said. “Whenever we have a problem and we need information, we can come here and ask. Perfect — I love it.”

Others, like Joseph Ashmore, waiting for family to arrive at Terminal E, said they still prefer speaking with a real person, especially for more complicated questions.

“Human interaction is something that should still be desired,” said Joseph Ashmore.

One of the biggest questions surrounding AI technology is whether it could eventually replace human workers.

In a statement to KHOU 11, Houston Airports said that is not the goal.

Airport officials said the hologram is designed to supplement customer service, not replace staff: “This pilot is designed to supplement customer service, not replace it. Houston Airports continues to provide passenger support through airport employees, Volunteer Ambassadors, Fly2Houston.com, the Houston Airports mobile app and the digital chatbot. HoloConnect offers passengers another option for quick airport information, especially in their preferred language.”

De La Peña echoed that message.

“This one isn’t going to take jobs, it’s going to help people,” he said.

If the pilot program is successful, AEXA Aerospace says it plans to expand the technology to 20 holograms at Bush Airport and four at Hobby Airport.

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