Qatar Airways' AI cabin crew Sama takes flight on Instagram

Qatar Airways’ AI cabin crew Sama takes flight on Instagram

Posted by Admin January 15, 2025 World

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Qatar Airways has debuted Sama, its AI-powered digital human cabin crew, on Instagram. Through her Instagram account, @SamaOnTheMove, Sama will offer a curated mix of travel tips, personal anecdotes from her layovers, an insider’s perspective on exciting destinations around the world and behind-the-scenes look at the life of a cabin crew member.

Unveiled during ITB Berlin 2024, Sama represents Qatar Airways’ commitment to blending innovation with emotional engagement. In tandem, Sama is designed to connect with a digitally native audience through relatable and inspiring content.

Through her Instagram, Sama will showcase Qatar Airways’ network of over 170 destinations in a fresh and imaginative way. Her content will invite followers to explore new cultures, discover inspiring traditions, and see the world through her eyes, according to a statement seen by MARKETING-INTERACTIVE.

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Currently, Sama’s Instagram has garnered 3,254 followers and she has since made eight posts. Some of the pictures currently on her Instagram are of her graduating from cabin crew program, celebrating new year’s, having coffee at Hamad International Airport and enjoying high tea in London.

She is also seen in photographs and videos with real humans such as Qatar Airways flight attendant and influencer Grace (@Graciaslla) and tennis player Novak Djokovic.

“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,” said Babar Rahman, Qatar Airways senior vice president marketing and corporate communications.

“Her presence marks a step forward in how we humanise our brand and create moments that resonate with our global audience,” he added.

This isn’t Qatar Airways’ first time dabbling in AI. Earlier in September 2024, the airline put the spotlight on passengers in its new AI campaign.

The global “AI Adventure” film utilised AI technology to place consumers within the film so that they can become the star of it. As part of the campaign, viewers can select from multiple scenes within the film to star in leading roles. The characters will be an accurate reflection of the viewer’s appearance, adapting to their facial features and skin tone.

Similarly, AirAsia unveiled its own virtual influencer Miss AVA in 2020, where she posts travel-related content. In conversation with Rudy Khaw, then AirAsia’s group head of branding, Khaw said that Miss AVA was created as a new way to engage consumers to attend to their queries and drive social engagement.