'Sama' is the First AI Crew Member of Qatar Airways

Qatar Airways has unveiled the world’s first AI cabin crew member – ‘Sama’ – developed to interact with passengers and provide curated experiences within the airline’s platform, QVerse. Making its debut at ITB Berlin – the world’s leading travel trade show – the airline’s ‘digital human’ was introduced with a holographic display.

Developed in collaboration with New Zealand-based startup Uneeq, ‘Sama’ has an extensive backstory, including an upbringing in Doha and a chosen career at Qatar Airways, and will become a central character in the airline’s customer service experience.

‘Sama’ has the capability to engage in conversations with passengers regarding on-ground and on-board services, details about the airline’s network, flight information, and general FAQs. Additionally, it can entertain travellers by playing games and can guide them through a virtual reality experience showcasing Qatar Airways products.

“What Sama does is answer your question in real time,” Babar Rahman, Vice President of Marketing at Qatar Airways, tells SceneTraveller. “And also it can answer questions in the near future, where it will be able to help you with your bookings, it will be able to help you with where your baggage is, it will be able to help you with even booking your entire journey.”

Predicted to streamline operations, 'Sama' positions Qatar Airways as the first airline to integrate a generative AI bot as a core component of its customer service.