MTR Corporation earns 2 wins at Asian Experience Awards 2025

The company was lauded by the awards programme for its Gen AI-powered virtual service ambassador and intelligent crowd diversion system (ICDS).

MTR Corporation was honoured at the Asian Experience Awards 2025, securing victories in the Hong Kong Digital Experience of the Year - Transportation and Hong Kong Product Experience of the Year - Transportation categories.

First Gen AI-powered virtual service ambassador ‘AI Tracy’

The MTR Corporation bagged the digital experience award with “AI Tracy,” Hong Kong’s first Gen AI-powered Virtual Service Ambassador in transportation that is serving passengers in 7 major MTR stations. 

AI Tracy is a part of MTR’s Smart Service Model, and it represents a major leap in customer experience innovation within Hong Kong’s transportation sector. AI Tracy is designed to appear and interact like a real person, providing friendly, accurate, and real-time support through digital kiosks in high-traffic stations.

AI Tracy is a “digital human” built with realistic lip-syncing for human-like interaction as well as advanced Natural Language Processing (NLP) and Large Language Model (LLM) capabilities for intelligent conversation. It is also tri-fluent in Cantonese, Mandarin, and English, including mixed-language understanding. AI Tracy has voice-enabled features, too, for an accessible experience.

Through ChatGPT technologies, AI Tracy can answer questions on directions, ticketing, facilities, and even recommend local attractions. 

Since her introduction, AI Tracy has already got the approval of more than 90% of customers who say they can use its core functions easily. It received a 4.5/5 satisfaction score, with staff workload being reduced and with over 20 positive media stories and support from local stakeholders.

First piloted in 2 stations and now serving 7 stations, AI Tracy is on track to serve more stations by 2026. In addition, it is set to undergo continued upgrades in scope and interactivity, shaping the future of how passengers are served.

Managing mega event crowds with smart IoT technology

As Hong Kong welcomed a new era of mega events at the Kai Tak Sports Park, the MTR Corporation unveiled the ICDS to manage large-scale passenger flow and ensure a smooth journey for all.

ICDS is a cutting-edge solution powered by IoT and visual analytics that helps station staff make fast decisions and provide real-time crowding updates to passengers.

The ICDS uses a network of 50+ IoT sensors across two key stations adjacent to the Kai Tak Sports Park to track crowd movement in real-time. The system detects potential overcrowding and issues predictive alerts through AI-driven algorithms.

The analysed data is then transformed into easy-to-understand visuals displayed on station digital screens. These visuals include colour-coded crowd levels at station entrances, live updates on platform waiting times, and real-time suggestions to use alternative entrances or stations.

The ICDS has a three-tier crowd diversion strategy, namely regional (station level), which detects crowd imbalances and redirects passengers to the less busy station; horizontal (entrances), which guides passengers to less congested entry points using colour-coded indicators; and vertical (platform level), which manages internal station flow.

In pilot events, the ICDS helped MTR disperse up to 65,000 people within 60 minutes.

But aside from easing congestion, the ICDS also enhances safety by preventing overcrowding before it starts, improves operational efficiency whilst reducing manpower needs, and opens global opportunities for smart crowd management partnerships.

A pioneer in smart mobility, MTR’s ICDS is paving the way for smarter cities and better journeys ahead.

The Asian Experience Awards serves as a platform that honours ingenious initiatives of creative companies. It gives the rightful recognition to those that deliver meaningful brand experiences to their stakeholders.

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact Marni Marco at [email protected].