Answer: When the same screen shows different things to different viewers at the same time.
Delta Air Lines has announced that it will be testing a new technology that it's calling “parallel reality” in order to streamline and personalize the airport experience. The technology will be beta tested beginning later this year at Detroit Metropolitan Airport, where passengers will have to opt in if they want to give it a try.
When a participating passenger walks past the display screen, it will present information including flight information, boarding details, directions to the gate and more, all in their preselected language of choice. Another participating passenger walking by at the same time will see their own personal info, and not what the other passenger is seeing.
This parallel reality tech was developed by Misapplied Sciences, based in Redmond, Wash. It works by targeting the pixels on the display board, which are capable of “simultaneously project[ing] up to millions of light rays of different colors and brightness. Each ray can then be software-directed to a specific person.” So some pixels will be targeted toward one person, while others will be targeted at another.
“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,” Delta Chief Operating Officer Gil West said.