Sama, Qatar Airways’ new glamorous digital ambassador and cabin crew member, recently took to the skies and made her debut on social media. Sama is the world’s first artificial intelligence (AI)-powered digital human flight attendant and is part of Qatar Airways’ digital transformation strategy. She inspires and connects with audiences around the world on Instagram @SamaOnTheMove.
She offers travel tips, personal anecdotes and an insider’s perspective on some of the airline’s most exciting destinations. Sama is the face of innovation at Qatar Airways and takes a behind-the-scenes look at life as a flight attendant with her own creative touch. Find out about Sama and her new role as a social media influencer.
Photo: Qatar Airways
Summer introduction
Sama was originally introduced during the ITB Berlin 2024 travel trade event, blending innovation and engagement. When she launched, it was the first time an airline had hired a hologram flight attendant, and it was certainly notable. Sama 2.0 was created by AI innovator UneeQ. Users can access Sama on QVerse, Qatar Airways’ own digital platform. She can answer questions and give advice in real time, acting as a digital assistant.
Sama is social media’s first digital human cabin crew and wants to connect with viewers through inspiring and relatable content. One day she might be sharing tips for visiting her favorite cities or finding hidden gems in Paris, and the other day she might be taking you on a behind-the-scenes tour of her life in the sky. yeah.
“Featuring Sama on Instagram is an extension of our vision of fusing human connection with technological innovation. Sama is more than just a digital person. Her presence humanizes our brand and creates moments that resonate with audiences around the world. It represents a step forward.”
Qatar Airways Senior Vice President Marketing and Corporate Communications
Photo: Qatar Airways
She will highlight Qatar Airways’ network of over 170 destinations in a fresh and engaging way. Her Instagram content encourages followers to discover new cultures and explore new traditions through the eyes of flight attendants. Sama takes storytelling and travel to a whole different level and changes the way we look at the future of travel.
Qatar Airways and Sama’s strategy is to combine innovation and storytelling to become a pioneering digital cabin crew on social media and engage with digitally savvy travelers. Through her eyes, travelers can explore new destinations and the world of aviation jobs, and receive travel tips and advice.
Photo: Qatar Airways
Sama, the world’s first digital flight attendant, is Qatar Airways’ latest marketing tool and we hope Sama will reach new audiences online. It also marks a very distinctive change in airline marketing. But Sama isn’t just about novelty, and her Instagram account is sure to appeal to a younger demographic that consumes online content on a daily basis.
This new social influencer could resonate with a young, tech-savvy audience by providing information and entertainment while promoting the airline. The use of AI shows the relevance of digital strategy in the aviation industry and how rapidly AI is changing the landscape. Never one to shy away from new ideas, Qatar Airways is firmly at the forefront of AI.
Photo: Qatar Airways
Human relationships?
From an engagement and content perspective, Sama looks like a good ploy, but one might ask why we need a digital flight attendant that recreates real human interaction, and how authentic it is. . However, Sama is more than just an airline spokesperson; she is responsible for communicating the airline’s latest services and values.
Let’s see if this strategy works and how well Sama can attract viewers in the future. If she succeeds, she could be a trailblazer for other airlines to innovate their engagement strategies. Sama could change the way airlines look at brand identity in the future. With the introduction of AI into daily life, airlines are looking beyond chatbots and reservation systems. Qatar Airways’ social media approach acknowledges the role of digital platforms in travel planning.
“To bridge the gap between cutting-edge technology and authentic human connections, we welcome Sama to Instagram. Through Sama, we are transforming the way we connect with our global community.”
Senior Vice President, Marketing and Corporate Communications, Qatar Airways
AI adventure movie
Sama has previously been used in airline promotional materials, including the launch of the Qsuite at the 2024 Farnborough International Airshow. Badr Mohamed Almeer spoke with Sama about Qsuite Next Gen through an interactive conversation about how the airline is once again redefining luxury and innovation and raising the industry benchmark in business class experience. I introduced it.
This isn’t the first time Qatar Airways has dabbled in AI and clever marketing. They also released a new AI adventure movie online. Use the latest AI technology to provide your customers with an immersive experience.
“Featuring pioneering AI capabilities found nowhere else in the aviation industry, our latest campaign not only showcases the innovative spirit that drives our brand, but also encapsulates our customer-centric approach. After all, there are no limits to where your dreams can take you.”
Thierry Antinori, Chief Commercial Officer, Qatar Airways
This campaign uses AI capabilities to put you in the movie yourself. This is the first airline commercial where you can be the star. During the holiday season, the company also released a holiday-centric version featuring elves, gingerbread men, and snowmen, encouraging users to share their unique films online.
“The holiday season is a time for making connections and we are delighted to bring the magic of travel and celebration together through our AI Adventure campaign. enhance innovation.”
Senior Vice President, Marketing and Corporate Communications, Qatar Airways
Photo: Qatar Airways
About Qatar Airways
Qatar Airways has won multiple awards, including Skytrax’s ‘World’s Best Airline’ for the 8th time in 2024. The airline strives for excellence and has received the following awards:
“World’s Best Business Class” “World’s Best Business Class Airline Lounge” “Best Airline in the Middle East” “World’s Best Airline Website” (World Travel Tech Awards)
Qatar Airways flies to over 170 destinations around the world, connecting through its hub in Doha, Hamad International Airport. This airport has been voted the world’s best airport many times by Skytrax. The airport has also been named “Best Airport in the Middle East” for 10 years in a row and “World’s Best Airport Shopping” for 2 years in a row.
Qatar Airways aircraft
Qatar Airways operates both narrow-body and wide-body aircraft, including the Airbus A320, Airbus A330, Airbus A350, Airbus A380, Boeing 737 MAX, Boeing 777, and Boeing 787 Dreamliner, for a total of over 230 aircraft. is operated.
According to information from airfleets.net, Qatar Airways’ fleet has the following percentages:
Aircraft type:
Fleet %
number of aircraft
Airbus A320
10.7%
28
Airbus A330
6.5%
17
Airbus A350
22.1%
58
Airbus A380
3.1%
8
Boeing 737 NG/MAX
3.4%
9
boeing 777
35.1%
92
boeing 787
19.1%
50
How does artificial intelligence work in aviation?
AI has the potential to revolutionize the aviation industry, especially when it comes to digital assistants. These should improve the passenger experience, improve safety and ensure operational efficiency. The digital assistant knows exactly what the passenger wants. They learn your preferences and customize your travel experience based on your interests, from preferred seats and meals to flight updates and nearby attractions.
Your AI experience doesn’t end there. The in-flight entertainment system examines your viewing history and recommends music, movies, and TV that match your tastes. The AI system streamlines everything from check-in to baggage collection. Security checks use facial recognition technology to speed up the process, and virtual assistants guide you through the airport.
Are there any challenging aspects?
AI can improve safety by analyzing vast amounts of data to discover potential risks and alert pilots and air traffic control to potential hazards. You can also optimize flight routes to improve fuel consumption and minimize environmental impact. Of course, there are benefits to using AI in aviation, but it is important to maintain human oversight. We need to ensure data privacy and security and reduce bias in AI algorithms.
The conclusion is
Qatar Airways seems to be 10 steps ahead of most airlines when it comes to using AI technology, and their innovation is impressive. It remains to be seen whether virtual flight attendants on Instagram will attract potential customers. This is a very interesting concept, and certainly a first for the airline (among many), but perhaps its potential followers would be more influenced by real-life flight attendants. . what are your thoughts? Please feel free to comment below.
