Sama 2.0: Qatar Airways’ Human-Centric AI Revolution
A Groundbreaking Debut on Social Media.
Unveiled at ITB Berlin 2024, Sama — the world’s first AI-powered digital human cabin crew — quickly captured attention for her life-like presence and engaging digital persona. Launched on Instagram as @SamaOnTheMove, she blends travel inspiration with authentic storytelling: sharing layover snippets, destination guides, and behind-the-scenes cabin life in a refreshingly relatable way (Qatar Airways).
Technology Meets Warmth
Senior VP of Marketing & Communications, Babar Rahman, describes Sama as more than a virtual assistant — she’s “an extension of our vision to blend human connection with technological innovation… a reflection of how we see the future of travel — personal, engaging, and deeply connected to the experiences that matter” (Qatar Airways).
Elevating Booking Experiences with Emotional Intelligence
At Web Summit Qatar 2025, Qatar Airways introduced Sama’s next evolution: an AI-driven booking experience. Available across QVerse, the airline app, and the website, Sama now interacts through voice and chat, effortlessly crafting customised itineraries. Whether it’s a family getaway or a bespoke solo trip, she adapts in real time with intuitive suggestions (Qatar Airways).
Furthermore, the addition of emotion-aware AI, in the form of “Dream Destination – The Pulse”, takes personalisation deeper — by interpreting user emotions and curating destinations that truly resonate (Qatar Airways).
Immersive and Interactive Innovations
Sama’s presence extended beyond screens — visitors to the Qatar Airways Pavilion experienced her as a hologram, ready to answer questions and guide guests live (Qatar Airways). Complementing her technology suite are features like:
- AI Menu Recommendations for Business Class diners
- My Reward Seat Finder offering a 30-day visual calendar for Avios-based bookings
- Privilege Club Collection auctions for exclusive member experiences
- QVerse Multi-Sensory Experience offering a virtual, touch - enabled walkthrough of the Qsuite
- Tarmac Talks, where Qatar Airways revealed insights behind these innovations to event attendees
Why Sama Matters for Travel & Tech Professionals
Sama signals a paradigm shift in travel technology — where AI is not just efficient, but emotionally intelligent. Her design meets the modern traveler’s appetite for seamless, personalised, and humanised digital experiences. For industry pros, Sama showcases how tech can foster brand intimacy and drive innovation without sacrificing warmth.
