BRUce, Brussels Airport’s award-winning chatbot, bridges in-terminal and digital interactions to create seamless journeys for every passenger. Balancing operational efficiency and commercial relevance with a touch of experience, BRUce’s vision aligns empathy with real impact, giving the right message to the right person at the right time. BRUce proves how we can turn technology into empathy by guiding every passenger with confidence and care. The power of BRUce lies in context awareness and anticipating needs by reaching passengers exactly when it matters most.

• BRUce supports passenger experience by providing a contextualized customer journey for every passenger
• From in-terminal to digital interactions – the way to a seamless and consistent passenger journey
• Passenger experience matters for every passenger, even during contingency. BRUce is our first-line support to provide information during contingency
• Giving BRUce a face and personality has a direct impact to attract more users
• How airports set the right KPI targets for a chatbot