In December, Dutch airline KLM created Connecting Seats: two seats allowing people who speak different languages to talk to one another. Citing the loneliness of airports during the holiday season, the airline encouraged travelers at Amsterdam’s Schiphol Airport to use the seats (which harnessed real-time translation APIs) and engage with one another. Individuals from over 30 countries participated in KLM’s initiative.

Real-time translation technology had a moment in 2017. Google Translate ramped up its machine learning-powered capabilities, and the tech giant released its Pixel Buds in November. And they weren’t the only ones, we also saw apps and gadgets (which you can see delighting Tokyo’s pedestrians here). Why are companies clamoring to serve consumers with more seamless and natural translation than before? We propose a variety of reasons, including but not limited to: Airbnb-conditioned adventurers wanting the most ‘local’ experiences possible; the relentless desire for instant gratification (and why should language limit the modern traveler?!); and our age-old need to connect with those around us.

What’s really interesting, however, is that this is the first ‘real-world’ application of this technology that we’ve seen by a brand. Yes, it’s a relatively obvious fit for an airline. But other innovators will undoubtedly be busy dreaming up new use cases. So ask yourself: can you apply this technology? Which previously insurmountable information barriers can you help customers cross in 2018?

Want more? Clients can set up weekly innovation digests for relevant topics. They also get full access to the 19,000+ innovations in our online database and 50+ reports a year, including our exclusive 2018 Trend Report. Learn more »