Qatar Airways' AI-powered digital cabin crew member launches social media account

Qatar Airways AI-powered digital human cabin crew member, Sama
Qatar Airways’ Sama, the world’s first AI-powered digital human cabin crew, has debuted her social media account, @SamaOnTheMove. On this Instagram, Sama will offer followers a mix of travel tips, personal stories from her layovers and a behind-the-scenes look at the life of a cabin crew member.
Babar Rahman, Qatar Airways Senior Vice President Marketing and Corporate Communications, said, “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 was first unveiled at ITB Berlin 2024, and represents Qatar Airways’ commitment to blending innovation with emotional engagement. Sama is designed to connect with a digitally native audience through relatable content.