Qatar Airways Debuts Sama, the First AI Cabin Crew, as She Shares Authentic Travel Moments, Layover Highlights, and Cabin Life Stories on Instagram

Monday, January 13, 2025

Qatar Airways has unveiled Sama, the world’s first AI-powered digital human cabin crew, ready to redefine the airline’s connection with travelers. Sama isn’t just a technological marvel—she’s a charismatic digital personality who will engage a global audience through her Instagram account, @SamaOnTheMove.

Designed to blend innovation with relatability, Sama will share an array of content that brings the world of aviation closer to her followers. From insider travel tips and personal anecdotes about her virtual layovers to exclusive glimpses behind the scenes of cabin crew life, Sama’s posts promise an authentic and engaging experience.

Through her creative and human-like interactions, Sama aims to inspire and connect with travelers worldwide, becoming a digital ambassador for Qatar Airways’ commitment to innovation and exceptional service. Follow her journey as she takes flight into the digital world, offering a fresh perspective on the art of travel.

Qatar Airways Senior Vice President Marketing and Corporate Communications, Mr. Babar Rahman, 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.”

Debuting to widespread acclaim at ITB Berlin 2024, Sama embodies Qatar Airways’ dedication to innovation and emotional connection. As the world’s first digital human cabin crew to make a mark on social media, Sama is crafted to engage with a tech-savvy audience through content that is both relatable and inspiring.

From uncovering hidden treasures in Paris and sharing tips on exploring new cities to offering an insider’s view of life above the clouds, Sama brings Qatar Airways’ global network of over 170 destinations to life. Through her imaginative posts, she invites followers to immerse themselves in diverse cultures, uncover unique traditions, and experience the world from her perspective.

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