Delta Testing New Facial Recognition Technology

Delta Air Lines (NYSE: DAL) is introducing four self-service bag drop machines at Minneapolis-St. Paul International Airport this summer, a $600,000 investment that allows customers to quickly, securely and easily check their own bags.

One machine will be equipped to test facial recognition technology to match customers with their passport photos through identification verification.

“We expect this investment and new process to save customers time,” said Gareth Joyce, Delta’s senior vice president – Airport Customer Service and Cargo. “And, since customers can operate the biometric-based bag drop machine independently, we see a future where Delta agents will be freed up to seek out travelers and deliver more proactive and thoughtful customer service.”

The airline’s introduction of self-service bag drops and facial-recognition technology is a natural next step in its work to streamline airport processes and is complimented by Delta’s radio frequency identification technology.

Previous self-service options like ticketing kiosks and check-in via the Fly Delta Mobile app have transformed congested lobby areas and drastically improved customer satisfaction scores, the company claims.

Delta also worked with the Transportation Security Administration to implement the first automated screening lanes in the U.S. at the Hartsfield-Jackson Atlanta International Airport.

Other options include developing an app that helps pilots avoid turbulence for a more comfortable flight, launching interactive airport wayfinding maps on the FlyDelta mobile app and enhancing its boarding process.

The airline will collect customer feedback during the trial and run process analyses to ensure that this lobby enhancement improves the overall customer experience. According to Delta, studies have found that self-service bag drops have the potential to process twice as many customers per hour.