Mactan-Cebu International Airport (MCIA) has become the first airport in Southeast Asia to deploy Proto’s generative AI assistant with indoor navigation for multilingual passengers. This follows MCIA’s award as the best Asia-Pacific airport for service quality by the Airports Council International.
This deployment aligns with MCIA's strategic focus on innovative customer experiences for their 12 million annual passengers, and is set to transform how travellers navigate airports.
Proto, a leader in local and secure conversational AI, partnered with Living Map, a UK-based indoor navigation pioneer, to deliver this integrated chatbot and wayfinding solution. The integration combines multilingual AI with feature-rich indoor mapping to provide global and domestic travellers with turn-by-turn directions to their gates and airport amenities — with localised chatting available through webchat and messaging apps like WhatsApp.
In addition to its ability to communicate in languages like Korean, Japanese and Chinese, the AI assistant understands and speaks the Philippines' local languages, including Tagalog and Cebuano. This ensures accessibility and convenience for both international travelers and local passengers alike.
Beyond the initial deployment, the AI assistant will evolve to learn customer preferences, providing personalised recommendations for dining, shopping and lounge services, enhancing the airport's ability to deliver move convenient travel experiences and generate new revenue.
MCIA’s leadership in passenger experience
MCIA’s selection as the launch site for the Living Map and Proto partnership aligns with the airport’s reputation for customer service excellence. As the Philippines’ second-busiest airport and a major gateway to the Visayas and Mindanao regions, MCIA has won multiple awards for its commitment to passenger experience.
Notably, in 2023, Ricia Vinelli Montejo, Head of Terminal Operations and Customer Experience at MCIA, was honoured with the 'Airport Leader of the Future' award by International Airport Review. Her leadership has been instrumental in driving initiatives that enhance passenger satisfaction and operational excellence.
Living Map CEO Dominic Hazlehurst said: “By integrating our indoor mapping with Proto’s uniquely global conversational AI, we’re not just helping MCIA passengers find their way — we’re revolutionising how they interact with physical spaces beyond the point-and-click kiosk.”
Proto CEO Curtis Matlock said: “This integrated solution at Cebu’s airport isn’t just about making navigation easier — it’s about merging the online and indoor customer experience for everyone, regardless of where they are flying from or what language they speak.”
The implementation of the Proto AI navigation assistant underscores MCIA’s dedication to enhancing passenger convenience through technology. The AI assistant will simplify navigation across the airport's silent terminals, ensuring travellers have a relaxed journey from check-in to boarding.
This initiative is part of a broader strategy to position MCIA as a leader in smart airport solutions. After its debut in Cebu, Proto and Living Map plan to expand the technology to other major airports, hospitals, and shopping malls globally.
About Living Map
Living Map works with organisations all over the world to offer a feature-rich solution that leverages AI to create detailed indoor maps for user-friendly wayfinding. Customers can upload their floor plan or scan their space with video to automate map navigation, add features and labels, and share 3D maps across formats and devices.
About Mactan-Cebu International Airport (MCIA)
Mactan-Cebu International Airport (MCIA) is the second-busiest international gateway in the Philippines, serving as a key hub for the Visayas and Mindanao regions. Located in Lapu-Lapu City on Mactan Island, the airport connects the Philippines to numerous global destinations while offering passengers a seamless and world-class travel experience. With its innovative terminal design reflecting Cebu’s natural beauty, MCIA has garnered multiple awards for its dedication to passenger experience.
