Meet Sama: Qatar Airways introduces the world’s first digital human cabin crew
Meet Sama, the world’s first AI-powered digital human cabin crew, who is now making waves on social media as the face of Qatar Airways’ innovation. Sama’s Instagram account, @SamaOnTheMove, combines travel tips, personal stories from her layovers, and behind-the-scenes glimpses into life as a cabin crew member, offering a fresh perspective for travellers worldwide.
For UK-based business travellers, Sama’s presence on social media presents a unique opportunity to gain insights into Qatar Airways’ extensive network of over 170 destinations. Her posts provide valuable travel tips and inspiration for navigating key business hubs and discovering hidden gems during work trips. Sama’s engaging and relatable content ensures that business travellers can stay informed and connected to the latest in global travel trends.
Qatar Airways’ Senior Vice President Marketing and Corporate Communications, Mr. Babar Rahman, commented:
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.
Sama’s debut at ITB Berlin 2024 was met with great acclaim, showcasing Qatar Airways’ commitment to innovation and emotional engagement. Whether she’s sharing tips on navigating a new city, uncovering cultural treasures, or offering a behind-the-scenes perspective on life in the skies, Sama’s content is designed to inspire and inform. She invites followers to explore diverse cultures and traditions, ensuring that every journey is memorable and enriching.
Paul Baker, Sales Director of Global Travel Management, said:
Sama’s arrival is an exciting development for UK-based business travellers. Her content offers practical insights and inspiration for navigating some of the world’s most important business destinations. It’s another example of how innovation in travel can enhance the experience for those who travel for work.
Discover Sama’s journey and experience the future of travel storytelling by following her on Instagram at instagram.com/SamaOnTheMove.