Qatar Airways has unveiled Sama, the world’s first AI-powered digital crew member influencer, on Instagram this week in what is certain to be the first of many of its kind on social media. 

Sama is created by UneeQ, a digital human technology company, to market the airline through engaging perspectives on destinations, glimpses into what it’s like as a cabin crew member and more. 

Travelers can find Sama and engage with her on Instagram by following her profile, @SamaOnTheMove.

“At Qatar Airways, we continuously strive to innovate and redefine the travel experience for our customers,” said Qatar Airways Senior Vice President of Global Marketing & Corporate Communications, Mr. Babar Rahman. “We also want to meaningfully engage with audiences where they are, and this is increasingly in the digital space. Sama’s Instagram debut is testament to our commitment to embracing cutting-edge technology to connect, inspire and assist travelers, complementing the world-leading, personalized service we are known for.”

The marketing stunt is sure to turn a few heads, and confuse a few others who aren’t aware that Sama is AI-generated and not a real human being. 

Yet in an age where companies are trying their hardest to utilize AI in every way they can, other competitors and perhaps even domestic airlines here in the U.S. might try their hand at their own AI-generated social media marketing influencer. 

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