Aeroporti di Roma (ADR) announced the launch of Virtual Assistant, an advanced AI-powered digital companion designed to enhance the travel experience for the millions of passengers who pass through Rome Fiumicino Airport each year, recently confirmed by ACI Europe as the Best Airport in Europe for the seventh time.
Developed in collaboration with Amazon Web Services (AWS) and Storm Reply, this cutting-edge solution addresses travelers’ most pressing needs by delivering real-time information and support.
The Virtual Assistant offers passengers quick and easy access to essential travel information, accompanying them throughout their entire airport experience. Available through ADR’s WhatsApp Chatbot and the official website, the new digital tool — featuring ADRYX, the official mascot of Aeroporti di Roma — keeps travelers informed at every stage of their journey, providing real-time flight updates, guidance on airport services, and personalized recommendations for a pleasant and seamless experience inside the terminals.
“From the first ‘Buongiorno’ to the final ‘Arrivederci’, we are committed to offering a smooth travel experience that blends Italian hospitality with technological innovation,” said Emanuele Calà, senior vice president transformation and technology at Aeroporti di Roma. “The Virtual Assistant marks a significant milestone in our digital transformation journey, enabling us to provide personalized support to the roughly 50 million travelers who pass through our airports each year, ensuring that their first and last moments in contact with the city are comfortable and effortless.”
The solution was developed with the expertise of the AWS Generative AI Innovation Center and Storm Reply, an AWS Premier Consulting Partner, which supported ADR in leveraging the power of generative AI to create a responsive and intuitive virtual assistant capable of understanding and responding to complex passenger queries in multiple languages. Powered by Amazon Bedrock — AWS’s fully managed service for foundation models — and a multi-agent architecture, ADR’s Virtual Assistant delivers secure, high-quality AI-driven responses while maintaining the strict data privacy standards essential for airport operations.
“The AI-powered Assistant is a distinctive example of how artificial intelligence can seamlessly integrate into users’ everyday experiences, providing powerful yet discreet contextual support to travelers,” said Filippo Rizzante, chief technology officer at Reply. “By combining multi-agent orchestration with AWS generative AI services, we enabled the Assistant to securely and efficiently manage complex real-time queries across multiple languages and contexts. Thanks to ADR’s innovative spirit, the AI-powered Assistant now enhances both operational efficiency and the passenger experience at a global high-traffic hub like Fiumicino.”
“The travel industry is undergoing a revolution driven by artificial intelligence and cloud technologies,” said Julien Groues, VP AWS France and Europe South. “Aeroporti di Roma’s Virtual Assistant demonstrates how generative AI can meaningfully transform passenger experiences.”
The main features of the Virtual Assistant, which interacts naturally with ADR passengers through text or voice messages, include information about buses, taxis, and trains to and from the airport; accurate information on baggage claim points and baggage status; personalized guidance for passengers with connecting flights; and communication in multiple languages to serve Rome’s diverse international travelers.