Qatar Airways has introduced the world’s first AI-powered digital human cabin crew to social media.

The AI, called Sama 2.0, has made an Instagram account in order to connect with a global audience. Her account, @SamaOnTheMove, will be posting travel tips, flight stories, and a look at cabin crew life. Sama is designed to connect with a digitally native viewership.

They hope that Sama’s content will captivate followers by showcasing new cultures, traditions, and the world itself. Sama will post photos and videos including the airline’s network of over 170 destinations. The content offers a behind-the-scene perspective to Qatar’s cabin crew.

Mr. Babar Rahman, Senior Vice President of Marketing and Corporate Communications at Qatar Airways, spoke more about Sama’s Instagram:

“Introducing Sama on Instagram is an extension of our vision to blend human connection with technological innovation. 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.”

The airline named Sama 2.0 as their digital ambassador.

Introduction in March 2024

Qatar Airways revealed Sama 2.0 during ITB Berlin 2024.

The launch broke new ground as the first time an airline introduced a holographic cabin crew.

AI innovators UneeQ developed Sama 2.0 in attempt to enhance a digital travelling experience. Users can access Sama via QVerse, Qatar Airways’ own digital platform. There, she will answer FAQs, give tips, and suggest destinations all in real time.

The airline says Sama represents their commitment to blending innovation with emotional engagement.

Will you be following Sama for flight updates? Why not follow Travel Radar on Instagram while you’re at it!