Qatar Airways opened Web Summit Qatar 2025 with its latest tech innovations including a new AI booking tool. 

The airline calls ‘Sama’ a world-first AI booking experience, which is now live on Qatar Airways’ QVerse, app and website.

It is designed to personalise and streamline bookings through voice and chat.

Travellers can curate a tailored itinerary vis AI based on customer preferences.

At Web Summit Qatar 2025, visitors can meet Sama as a cabin crew hologram at the Qatar Airways Pavilion.

The event, sponsored by Qatar Airways, runs through 26 February 2025.

Qatar Airways Group CEO, Engr. Badr Mohammed Al-Meer, said: “Qatar Airways’ partnership extension with Web Summit Qatar highlights our pursuit of adopting cutting-edge tech advancements.”

This year, Qatar Airways Pavilion features key staff in ‘Tarmac Talks’, with insights into the technologies on display at the pavilion.

The airline’s latest innovations on show include The Privilege Club Collection, a digital platform for the airline’s loyalty members and the My Reward Seat Finder, which allows members to search for reward seat availability.

The airline is also showcasing ‘AI Adventure’ which immerses in a story and is part of a brand campaign.

They can select from multiple scenes within the film to star in leading roles.

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