Sama, the world’s first AI-powered digital flight attendant, is now taking off on social media as well. Her account, @SamaOnTheMove, will offer followers a combination of travel tips and an exclusive look into the life of a flight attendant – all with a human and creative touch.

Qatar Airways Senior Vice President, Marketing and Corporate Communications, Babar Rahman, said: “Introducing Sama on Instagram is an extension of our vision to unite human connection with technological innovation. Sama is not just a digital human; she is 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 humanize our brand and create moments that resonate with our global audience.”

Unveiled at ITB Berlin 2024 to great acclaim, Sama represents Qatar Airways’ commitment to combining innovation with emotional engagement. The first digital flight attendant to debut on social media, Sama is designed to connect with a digitally native audience through inspiring and authentic content.

Whether it’s discovering off-the-beaten-path spots in Paris, sharing tips on how to explore a new city or offering an exclusive look at life in the air, Sama will showcase Qatar Airways’ network of over 170 destinations in a fresh way. His content invites followers to explore new cultures and see the world through his eyes.

Follow Sama on Instagram at instagram.com/SamaOnTheMove to follow your journey and experience the future of travel writing. 

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