BRUce has been voted Belgium's second best chatbot this year. Out of 65 participants, Brussels Airport's chatbot was only preceded by Kate from KBC. With its runner-up position, our digital assistant once again confirms its status within the Belgian chatbot landscape.
Once again at the top of the country
The jury particularly praised the quality of the conversations, the clear way in which BRUce presents information and its ability to answer a wide range of questions from passengers correctly and efficiently.
Thanks to smart AI and the use of its own data, BRUce handles complex questions in a single smooth, natural conversation. This means passengers get a clear answer more quickly and Brussels Airport's Customer Care agents need to intervene less often.
BRUce in figures
This recognition reflects the strong work behind the scenes. Some figures from 2025:
- 11,006,641 messages processed
- 584,623 users (20% growth compared to 2024)
- Only 1.6% of conversations are forwarded to live chat
- WhatsApp is the most popular channel (54%), followed by the website (38%)