Doha, Qatar – Taking storytelling to new heights, Qatar Airways has introduced Sama, the world’s first AI-powered digital human cabin crew, designed to engage and inspire a global audience on social media.
Unveiled at ITB Berlin 2024, Sama is the new face of Qatar Airways, representing the airline’s commitment to blending innovation with emotional engagement. As the first digital human cabin crew on social media, Sama aims to engage a digital audience with relatable and inspiring content.
Through her Instagram account, @SamaOnTheMove, Sama shares a vibrant mix of travel tips, personal stories from her layovers, and exclusive insights into some of the world’s most captivating destinations.
Whether sharing hidden gems, travel tips, or behind-the-scenes moments into life as a cabin crew, Sama showcases Qatar Airways’ 170+ destinations in a fresh, engaging way, inviting followers to explore new cultures and traditions.
Babar Rahman, senior vice president of marketing and corporate communications at Qatar Airways, said, “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.”
