DOHA- Qatar Airways (QR) has introduced Sama, the world’s first AI-powered digital cabin crew member, making waves on social media.

Sama, a virtual ambassador, embodies the airline’s commitment to blending innovation and emotional engagement, offering an inspiring glimpse into modern travel.

Unveiled at ITB Berlin 2024, Sama connects with a global audience through her Instagram account, @SamaOnTheMove, where she shares travel tips, behind-the-scenes stories, and curated cultural insights.

Qatar Airways Sama: AI Cabin Crew

Qatar Airways (QR) has always been synonymous with innovation, and Sama represents the airline’s latest leap forward. Designed as an AI-powered digital human, Sama’s purpose extends beyond merely showcasing destinations.

She serves as a bridge between the airline and its digitally native audience, offering an immersive and humanized view of global travel.

Through her Instagram handle, Sama captivates followers with a blend of engaging content. Whether revealing hidden gems in bustling metropolises or sharing practical travel advice, her posts provide value and inspire wanderlust.

This initiative aligns with Qatar Airways’ broader strategy to integrate cutting-edge technology with emotionally resonant experiences, creating lasting connections with its passengers.

Sama’s debut reflects Qatar Airways’ vision of making technology feel personal and accessible. As explained by Mr. Babar Rahman, Senior Vice President of Marketing and Corporate Communications, “Sama is more than a digital creation; she embodies our mission to humanize travel and bring a new dimension to our customer experience.”

Sama’s posts aim to evoke a sense of wonder and adventure. By offering glimpses into the daily life of a cabin crew member and exploring the airline’s vast network of 170 destinations, Sama ensures followers stay engaged while subtly promoting Qatar Airways’ global reach.

Sama’s Content

Sama’s Instagram content highlights her unique role as both a storyteller and guide. Followers can expect posts that:

• Share cultural insights and hidden attractions at top destinations.
• Offer practical tips, such as navigating new cities or packing efficiently.
• Provide behind-the-scenes glimpses of cabin crew operations, bridging the gap between passengers and airline staff.

This multifaceted approach encourages followers to connect with the brand on a personal level, making Sama an effective and relatable ambassador.

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