Qatar Airways Unveils Sama, World’s First AI-Powered Digital Flight Attendant

DOHA, Qatar – Qatar Airways has launched Sama, the world’s first AI-powered digital flight attendant, marking a groundbreaking step in blending technology with personalized customer experiences. Unveiled at ITB Berlin 2024, Sama is now engaging with a global audience through her Instagram account, @SamaOnTheMove, where she shares travel tips, cultural insights, and behind-the-scenes stories.

Designed as a virtual ambassador, Sama represents Qatar Airways’ commitment to innovation and emotional engagement. Her Instagram content offers a mix of practical travel advice, destination highlights, and curated cultural experiences, aiming to inspire wanderlust while subtly promoting the airline’s network of 170 destinations.

“Sama is more than a digital creation; she embodies our mission to humanize travel and bring a new dimension to our customer experience,” said Babar Rahman, Senior Vice President of Marketing and Corporate Communications at Qatar Airways. “She reflects our vision of making technology personal and accessible.”

Sama’s role extends beyond traditional marketing. She serves as a bridge between the airline and its digitally native audience, offering an immersive and relatable perspective on global travel. Her posts range from exploring hidden gems in bustling cities to sharing exclusive glimpses of life as a flight attendant.

Qatar Airways has long been a pioneer in aviation innovation, and Sama’s introduction aligns with its broader strategy to integrate cutting-edge technology with emotionally resonant experiences. By combining storytelling with practical travel guidance, Sama aims to create lasting connections with passengers and followers alike.

Follow Sama on Instagram at @SamaOnTheMove to stay updated on her journey and experience the future of travel through her unique lens.