Qatar Airways has debuted Sama – its Artificial Intelligence (AI)-powered digital human cabin crew – on social media. As the face of Qatar Airways’ innovation, Sama is now connecting with a global audience on Instagram. Her account, @SamaOnTheMove, offers followers a mix of travel tips, personal stories from her layovers, and a behind-the-scenes look at the life of a cabin crew member – all with a creative, human touch.

“Introducing Sama on Instagram is an extension of our vision to blend human connection with technological innovation,” said Babar Rahman, Senior Vice President Marketing and Corporate Communications, Qatar Airways. “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.”

Sama represents Qatar Airways’ commitment to blending innovation with emotional engagement. As the first digital human cabin crew to debut on social media, Sama is designed to connect with a digitally native audience through relatable and inspiring content.

Whether she’s discovering hidden gems in Paris, sharing tips on navigating a new city, or offering a behind-the-scenes look at life in the skies, Sama will showcase Qatar Airways’ network of over 170 destinations in a fresh and imaginative way. Her content invites followers to explore new cultures, discover inspiring traditions, and see the world through her eyes.