Imagine getting a peek into the world of a flight attendant. I mean, really get a peek into their world? Well, Qatar Airways has just taken that to a whole new level. They’ve introduced Sama, the world’s very first digital human cabin crew member. How amazing is that?
Sama is not your average Instagram influencer. She’s an AI-powered digital creation who will be sharing her experiences on social media. Think of it: a digital ambassador for an airline! It’s a bold move.
You can find her on Instagram at @SamaOnTheMove. There, she’ll be posting all sorts of travel-related content. Are you curious about what kind of content she’ll be creating? It will be a mix of travel tips, personal stories from her layovers, and a behind-the-scenes look at the life of a cabin crew member. It’s like getting the inside scoop, straight from the source… well, a digital source, anyway.

It’s not just about the tips and tricks, though. Sama is designed to bring a human touch to the whole AI thing. Qatar Airways wants to show how they’re connecting technology with real-life experiences. It’s a way to make their brand feel more relatable and engaging.
Babar Rahman, Senior Vice President of Marketing and Corporate Communications at Qatar Airways, said that Sama is a reflection of how they see the future of travel. He says that it should be personal, engaging, and connected to the experiences that truly matter. It’s a pretty big statement when you think about it. He thinks Sama is more than just a digital creation. She is a way for the airline to humanize their brand.
Sama was first unveiled at ITB Berlin 2024. People were quite impressed by the idea of a digital human cabin crew member. And now, she’s taking off on social media! Qatar Airways wants to reach out to a new generation of travelers through content that is inspiring and relatable.
Imagine scrolling through your feed and seeing Sama in Paris, discovering a hidden café. Or maybe she’s sharing tips about how to navigate a new city. She might even give you a glimpse of what her life in the skies is really like. Through it all, she’ll be highlighting Qatar Airways’ massive network of over 170 destinations. She’ll invite her followers to explore new cultures, uncover traditions, and see the world from her perspective. Doesn’t that sound tempting?
So, if you’re keen to see what the future of travel storytelling looks like, give Sama a follow. It’s a brand new way of looking at travel and a fresh approach to creating connections between an airline and its audience.
And speaking of Qatar Airways, did you know they are a multi-award-winning airline? They were recently named “World’s Best Airline” for an unprecedented eighth time at the 2024 World Airline Awards. That’s pretty impressive. They won that title in 2011, 2012, 2015, 2017, 2019, 2021, 2022, and 2024. So you could say they’ve kind of got this “best airline” thing down. They also took home the “World’s Best Business Class”, “World’s Best Business Class Airline Lounge”, and “Best Airline in the Middle East” awards.
They’re not just winning awards for their service though. They also won the “World’s Best Airline Website” award. This proves that they are leaders in industry innovation and digital adoption. Did you know that they are also leaders in environmental responsibility? They were the first airline in the Middle East to receive the highest level of IATA’s Environmental Assessment program. On top of that, they are committed to preventing illegal wildlife trafficking in aviation.
Qatar Airways flies to over 170 destinations around the world. They have their hub at Hamad International Airport, which was voted “World’s Best Airport” by Skytrax in 2021, 2022, and 2024. Hamad also received the “Best Airport in the Middle East” accolade for ten consecutive years, plus the “World’s Best Airport Shopping” award for the second year in a row.
It looks like this airline is hitting all the right spots, doesn’t it? From a cool digital cabin crew member to award-winning services, Qatar Airways is making headlines. What do you think? Are you excited to see what Sama will be sharing on her adventures? Even though many people are still quite skeptical about AI characters, I think it’s a very innovative idea that’s worth keeping an eye on!
All images © by Qatar Airways. Check out other AI-related topics on WE AND THE COLOR.
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