Brussels Airport has won the Airport Innovation Award at the 2026 FTE Innovate Awards for its use of conversational AI to improve passenger communication via its chatbot BRUce, an AI-powered airport chatbot that uses conversational AI and image recognition to help make passengers trip through the airport “as pleasant as possible” with features that help travellers quickly understand baggage rules and access real-time travel information.

Solving a common passenger challenge: baggage uncertainty

The award specifically recognised BRUce’s image recognition capability, a feature developed by Brussels Airport in conjunction with Airport AI (a 15below company) that helps passengers answer one of the most common questions in travel: Can I bring this onboard?

The award-winning image recognition capability builds on a much broader passenger communication strategy. Questions relating to baggage restrictions continue to generate a considerable number of enquiries for airports and airlines alike. From lithium batteries and electronic devices to unusual personal items, passengers are often unsure what can travel in hand luggage and what must be checked.

Read our case study to learn how Brussels Airport and Airport AI delivered this solution.

A measurable impact on airport passenger experience

Powered by Airport AI’s conversational AI solution, BRUce allows passengers to simply photograph an item and receive an instant confirmation on whether it can travel in hand luggage or whether it must be checked baggage without having to search through FAQs, or contacting support teams.

Since launch, the image recognition feature has been used more than 15,000 times, and has helped automate almost 25,000 security-related enquiries. The solution now supports more than 250 categories of items and has improved successful resolution rates by 17.3%, helping to reassure passengers and reducing pressure on operational teams.

A scalable approach to passenger communication

While the image recognition capability received industry recognition, it represents just one part of a much broader approach to passenger communication.

Built on Airport AI’s conversational platform, BRUce now supports passengers across multiple stages of their journey, providing real-time information, personalised guidance, proactive alerts, and self-service support through Brussels Airport’s website, app, WhatsApp, and Messenger channels.

As a provider of AI airport operation software, Airport AI enables airports to automate high-volume enquiries and streamline passenger communication at scale. In practice, this means delivering faster, more accessible information for passengers while allowing airport teams to focus their time where it adds the greatest value.

“Our goal has always been to make information easier for passengers to access and act upon. BRUce allows us to provide timely, reliable support through the channels passengers already use, while helping our teams focus their time where it adds the greatest value. This award is recognition of the progress we’ve made together and the impact better communication can have on both passenger experience and operational efficiency.”

Michiel Baets, Digital Consultant, Brussels Airport

As the technology provider behind BRUce, Airport AI sees this as part of a broader shift in the industry:

“What makes this particularly powerful is that we’re solving real passenger problems, not simply applying AI for the sake of innovation. By combining conversational AI, image recognition, and a carefully managed airport knowledge base, we’re helping passengers get accurate answers instantly while giving airports a scalable way to deliver information at every stage of the journey.” 

Pierre Cuquemelle, Head of Operations, Airport AI

From traditional support to AI-powered self-service

Before implementing Airport AI, passenger enquiries were managed across established channels including email, web forms, phone support, and in-terminal assistance. While effective, evolving passenger expectations and increasing operational complexity created a growing need for faster, easier access to information. Passengers wanted accurate answers without searching extensively or contacting airport teams directly.

To address these challenges, Brussels Airport introduced BRUce, which gives passengers a faster, more accessible way to find information and receive updates throughout their journey.

Powered by Airport AI, BRUce has evolved into a core communication channel for Brussels Airport.

Key results: performance at scale

In addition to improving passenger experience, BRUce delivers measurable operational results, helping airport teams reduce support demand and manage disruption more efficiently:

• 500,000+ passengers supported annually  
• 98% of enquiries resolved automatically  
• 15,000+ image recognition uses  
• 25,000 security-related enquiries automated  
• 17.3% increase in resolution rates  
• 4.5/5 passenger satisfaction score

The future of connected passenger journeys

For 15below, the success of BRUce also reflects a wider opportunity for the travel industry. 

Airports and airlines are often managing different parts of the same passenger journey, yet communication between the two is fragmented. As Airport AI becomes increasingly integrated into the wider 15below platform, both teams are exploring how conversational AI can help create more connected passenger experiences, offering better information, communication, and self-service.

“This award demonstrates what’s possible when innovative technology is focused on solving genuine and very real challenges. While BRUce has delivered impressive results for Brussels Airport, we believe this is part of a much bigger opportunity. The future lies in creating more connected experiences across the entire journey, bringing airports and airlines closer together through better information, smarter automation, and more intuitive self-service.” 

Nicholas Key, CEO, 15below

What this means for airports and airlines

As passenger expectations continue to evolve, airports and airlines must look for new ways to combine automation, self-service, and intelligent communication to deliver better experiences while improving operational efficiency.

The success of BRUce demonstrates what is possible when technology is focused on solving genuine passenger challenges. In doing so, the partnership was able to reduce operational complexity while helping passengers access the information they need, exactly when they need it. For Airport AI and 15below, projects like BRUce represent an important step towards a future where airports and airlines work more closely together to deliver seamless, connected communication throughout the passenger journey.

To learn more about Airport AI and how airports are using conversational AI to improve passenger communication, get in touch with our team.