Qatar Airways launches Sama, the first digital cabin crew on social media

Qatar Airways has officially launched a new feature that combines content and innovation: Sama, the first AI-powered digital cabin crew. Designed to connect with global audiences, Sama debuts on Instagram as @SamaOnTheMove, promising to offer travel tips, personal stories and an exclusive behind-the-scenes look at life onboard as a cabin crew member.

According to Qatar Airways Senior Vice President, Marketing and Corporate Communications, Babar Rahman, introducing Sama on Instagram is an extension of the brand’s vision of combining human connection with technological innovation. “Sama is not just a digital figure, she represents how we see the future of travel – personal, engaging and deeply connected to the experiences that matter. Her presence marks a step forward in humanizing our brand and creating moments that resonate with our global audience,” he said.

A New Approach to Travel Marketing

Unveiled to great acclaim at ITB Berlin 2024, Sama is the symbol of Qatar Airways’ commitment to combining technological innovation with emotional engagement. The initiative aims to reinforce the airline’s leadership in engaging digitally native audiences in creative and inspiring ways.

Sama will provide followers with experiences within the more than 170 destinations in the company’s portfolio: from discovering hidden treasures in Paris to tips for exploring new cities or revealing the challenges and emotions of working on board. The goal is to invite the public to explore new cultures and traditions in an innovative way.

Campaign using AI

In September, Qatar Airways launched a global campaign that uses artificial intelligence. The “AI Adventure” campaign uses cutting-edge technology and advanced features to position customers in the video as the stars of the campaign. The initiative reinforces the airline’s commitment to developing immersive experiences that always put customers at the center.

You can select from multiple scenes from the movie to star in the lead roles. Thanks to cutting-edge AI technology, the characters will be an accurate reflection of the viewer’s appearance, adapting to their facial features and skin tone.

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