The inauguration of "BADABOOK" at Paris Aéroport
DEVINA AI, EXTIME JCDECAUX AIRPORT, GROUPE ADP, AND RELAY INAUGURATE "BADABOOK" AT PARIS AEROPORT, AN UNPRECEDENTED LITERARY RECOMMENDATION EXPERIENCE BASED ON ARTIFICIAL INTELLIGENCE
Paris, France - October 24, 2025 – Designed by Félicité Herzog and developed by Devina AI, the company she founded for this purpose, Badabook is an unprecedented experience of ultra-personalized literary recommendations based on generative artificial intelligence. More than just a suggestion engine, Badabook also offers reading support, a form of sensitive and empathetic literary coaching.
On this fall's literary season, Badabook is partnering with Extime JCDecaux Airport, Groupe ADP, and Relay to test this innovative service in Parisian airports. A world first that places the pleasure of reading at the heart of the journey.
The right book. At the right time. Read differently, read everywhere.
Available in French and English, Badabook offers each passenger a selection of tailored readings, adapted to their mood, destination, or current desire. Novels, thrillers, essays, mangas, comics, travel guides, or practical life guides: the spectrum is broad and adapts to the complete inventory of Relay stores.
The recommendations are supported, justified, and contextualised, stemming from a playful questionnaire designed to understand the tastes, emotions, and expectations of each reader. Badabook values both the new releases of the season and the editorial backlist, those books that continue to live beyond literary news.
Badabook's generative AI relies exclusively on public sources: no work is directly exploited. The suggestions are based on thematic, stylistic, and emotional analyses, ensuring transparency and respect for copyright.
Two complementary experiences
1. Before the trip: via Extime.com
Passengers can answer a series of open-ended questions and instantly receive five personalised recommendations, accompanied by a link to purchase or reserve their books at Relay stores, with a 5% discount. A fun and interactive experience that already turns the traveler into a reader.
2. During the trip: at Paris-CDG and Paris-Orly airports
Two Extime JCDecaux Airport conversational totems installed at Paris-Charles de Gaulle Terminal 2E and Paris-Orly Terminal 3 invite passengers to enjoy a playful and surprising experience of about five minutes. Thanks to a tactile and vocal interface, they discover their reading suggestions enriched with empathetic advice: how to read in the best conditions, which passages to savour, which historical or emotional keys to extend. Badabook thus offers a new experience in the boarding lounge: a moment of curiosity and pleasure, accessible to all ages, where everyone can discover a book that resonates with them.
A cultural and civic ambition
According to the 2025 barometer from the National Book Centre (NBC), the French now spend only 3 hours and 40 minutes per week reading, a decrease of 1 hour and 7 minutes in two years. At the same time, only 45% read every day or almost every day, a historically low level for the past ten years.
In a context where the NBC barometer reveals a continuous decline in reading, particularly among young adults, Badabook aims to reconcile passengers with books by making literary discovery intuitive, playful, and accessible.
This initiative, supported by Extime JCDecaux Airport, Groupe ADP, and Relay, is part of a cultural and civic ambition: to place reading at the heart of everyday life, at the crossroads of culture, travel, and technology.
"Badabook was born from a simple intuition: reading is a journey in itself." Thanks to artificial intelligence, we can now recreate the pleasure of human recommendation, that of a bookseller or a friend, and extend it to airports. It's a modern, kind, and universal way to invite everyone to reconnect with books," said Félicité Herzog, founder and CEO of Badabook.
"At Extime JCDecaux Airport, we support brands in creating unique experiences that generate attention and engagement from 107 million passengers*. With Badabook, we offer travellers much more than just a literary recommendation; we create a tailored phygital experience, amplified by Artificial Intelligence," said Isabelle Fourmentin, General Manager of Extime JCDecaux Airport.
Press contacts
- Devina AI – Communication | [email protected] | +33 (0)1 84 00 00 00
- Extime JCDecaux Airport – Clémentine Prat, Communications Director, JCDecaux | [email protected]
About Extime JCDecaux Airport
Extime JCDecaux Airport offers tailored and effective media solutions to create powerful and memorable brand experiences at the airports of Paris-Charles de Gaulle, Paris-Orly, Paris-Le Bourget, and now at Queen Alia International Airport in Amman, Jordan.
Extime Media is a joint venture owned by JCDecaux, the world's No. 1 in outdoor advertising, and Groupe ADP, the world's leading airport operator.
About Extime
Extime, a trademark and hospitality brand created by Groupe ADP, invites passengers to combine time-saving with the promise of a gentle prelude to their journey. Discover shopping, dining, entertainment, or relaxation spaces within our elegantly designed terminals at Paris-Charles de Gaulle and Paris-Orly.
*Source: Expected forecast traffic at Paris Airport in 2025, based on ForwardKeys Traveller Stats