Qatar Airways has introduced Sama, the world’s first AI-powered digital human cabin crew, who is now active on social media. Sama’s Instagram account, @SamaOnTheMove, offers followers travel tips, personal stories from her layovers, and behind-the-scenes insights into the life of a cabin crew member.
Unveiled during ITB Berlin 2024, Sama embodies Qatar Airways’ commitment to blending innovation with emotional engagement. She is designed to connect with a digitally native audience through relatable and inspiring content. Whether discovering hidden gems in Paris, sharing tips on navigating new cities, or offering a behind-the-scenes look at life in the skies, Sama showcases Qatar Airways’ network of over 170 destinations in a fresh and imaginative way.
Qatar Airways Senior Vice President Marketing and Corporate Communications, Mr. Babar Rahman, stated: “Introducing Sama on Instagram is an extension of our vision to blend human connection with technological innovation. Sama is not just a digital human; she’s a reflection of how we see the future of travel—personal, engaging, and deeply connected to the experiences that matter. Her presence marks a step forward in how we humanise our brand and create moments that resonate with our global audience.”
Follow Sama on Instagram at @SamaOnTheMove to join her journey and experience the future of travel storytelling, one post at a time.
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FAQs
1. How does Sama interact with followers on Instagram?
Sama shares content that includes travel tips, personal stories, and behind-the-scenes looks at the life of a cabin crew member. As an AI-powered digital human, she is designed to engage with users through curated and relatable posts, fostering an emotional connection. However, she does not engage in real-time conversations or provide direct customer support.
2. What is the purpose of introducing Sama as a digital cabin crew?
Qatar Airways aims to use Sama to showcase its commitment to innovation and appeal to a digitally native audience. Sama provides a new way for the airline to connect with travelers by promoting destinations and sharing experiences in an imaginative and personalized manner, enhancing their brand’s emotional resonance. This initiative positions the airline at the forefront of technology in the travel industry.
3. Will Sama replace real cabin crew or customer service roles in the future?
Sama is not intended to replace real cabin crew or customer service teams. Instead, she serves as a digital ambassador to enhance marketing and storytelling efforts. Qatar Airways’ physical in-flight services and crew remain critical to the passenger experience. Sama’s role is to complement these efforts by engaging audiences online.
Note: The answers provided above are based on independent research conducted by MadTechMag and are not official responses from Qatar Airways.
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