Delta Air Lines, in partnership with Misapplied Sciences, will launch the first-ever parallel reality beta experience for customers departing Detroit Metropolitan Airport this year.

Unveiled at this year’s CES conference, the new, opt-in technology allows multiple customers to see personalized content tailored to their unique journey on a single digital screen – at the exact same time and in their preferred language.

At a glance, the category-defining technology will provide wayfinding and personalized travel information, like directions to your departure gate, or the closest Delta Sky Club.

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Delta chief operating officer Gil West said: “This breakthrough technology has to be seen to be believed – it has the potential to make even the busiest airports much easier to navigate, even if you don’t speak the language.

“Not only will Parallel Reality reduce stress and save time for our customers, but when combined with the warmth and thoughtfulness of our Delta people, the possibilities are endless.”

For the beta experience in Detroit, nearly 100 customers will be able to simultaneously view personalized content tailored to their individual travel on a single large-scale digital screen located just after security. Customer and employee feedback from this opt-in trial will be critical to shaping the future experience.

“We are looking forward to bringing this to life with Delta. The team there quickly saw the value the Parallel Reality experience would bring to its customers and had the vision, brand and resources to help bring it to market,” said Albert Ng, Misapplied Sciences CEO.

“While we will start with Delta customers in Detroit, eventually Parallel Reality technology can be used to create seamless, engaging and personalized experiences in nearly any out-of-home venue–ranging from stadiums to theme parks to convention centers and more.”