Qatar Airways takes storytelling to new heights with AI digital ambassador
This is a special feature from the AIME Dubai 2025 issue of PAX Tech, on page 12.
Sama’s Instagram account is now live, @SamaOnTheMove
Qatar Airways is introducing Sama, the world’s first digital human cabin crew member, to social media via her Instagram account @SamaOnTheMove. As Qatar Airways’ engaging digital ambassador, Sama takes storytelling to new heights through Instagram, offering a curated mix of travel tips, personal anecdotes from her layovers and an insider’s perspective on some of the world’s most exciting destinations.
As Qatar Airways continues to leverage artificial intelligence to enhance the passenger experience, PAX Tech connected with Babar Rahman, SVP Marketing and Corporate Communications at Qatar Airways to learn more about Sama’s role on social media.
“Sama’s social presence brings Qatar Airways’ innovation and personality directly to a global audience. By being on Instagram, Sama becomes a relatable figure who connects with followers in real-time, enhancing customer engagement in ways that feel personal and approachable. Her role on social media is to inspire, share insights and offer a glimpse into the travel experience with Qatar Airways, reflecting our values of sophistication and world-class service,” Rahman explains.
IG inspo
Rahman says the inspiration to create an Instagram account for Sama stemmed from the desire to bridge the gap between travellers and the digital world. As a digital human, Sama embodies Qatar Airways’ forward-thinking approach to customer engagement.
“The goal is to position her as a resource for travel trips, a source of inspiration and a friendly face that travellers can connect with in their daily lives,” he says.
Not only is Sama a key part of Qatar Airways’ commitment to integrating technology and innovation into every interaction, but she redefines how brands interact in digital spaces. Her role blends technology and storytelling to create moments of inspiration and connection.
“Her Instagram presence aligns seamlessly with our broader digital brand strategy by offering a new way to connect with passengers, combining advanced AI with a human-like digital persona to foster meaningful engagement,” says Rahman, highlighting the airline’s mission to lead the way in digital transformation while maintaining the warmth and care that Qatar Airways is known for.
Sama behind the scenes
Sama is the first of her kind to take flight on social media. She actively engages with followers through comments, stories and other interactions, creating a lively, two-way dialogue.
But as the face of Qatar Airways’ innovation, Rahman says it is essential for her travel tips, personal stories and behind-the-scenes look at the life of a cabin crew member to have a creative, human touch.
Her presence on Instagram is the culmination of cutting-edge technology, creative storytelling and collaborators with leading innovators such as UneeQ, a technology company specializing in the development of digital humans, which are interactive, AI-powered virtual avatars.
While Sama’s content reflects her unique personality, there is a team behind the scenes crafting the posts, visuals and stories she shares.
“The process blends AI with human activity to produce engaging, high-quality content,” Rahman says. “Her posts will include everything from tips to aspirational lifestyle content, all delivered with a tone that’s warm and approachable.”
Qatar Airways is working toward verifying Sama’s account to ensure her followers recognize her as an authentic digital ambassador for the airline.
Connecting with a digitally native audience
Unveiled during ITB Berlin 2024 to great acclaim, Sama represents Qatar Airways’ commitment to blending innovation with emotional engagement. Sama is designed to connect with a digitally native audience through relatable and inspiring content.
Whether she’s discovering hidden gems in Paris, sharing tips on Qatar Airways products and services, or offering a behind-the-scenes look at life in the skies, Sama will showcase Qatar Airways’ network of more than 170 destinations in a fresh and imaginative way. Her content invites followers to explore new cultures, discover inspiring traditions and see the world through her eyes.
Yet, some digital natives are wary of trusting AI-powered content creators. It clears the runway for unrealistic expectations, authenticity concerns and commercial bias since the content is controlled by brands.
But as Rahman puts it, Sama is more than just a digital face. She reflects the airline’s dedication to excellence and is designed to inspire confidence through her consistent and thoughtful interactions.
“She embodies Qatar Airways’ expertise and commitment to delivering exceptional travel experiences. Her knowledge is informed by the same high standards of service that define Qatar Airways, ensuring the advice she offers is reliable and valuable,” he says.
To achieve this, Sama’s Instagram presence, content and interactions align with Qatar Airways’ brand values, carefully curated to reflect her personality and Qatar Airways’ commitment to innovation and excellence.
“While she represents advanced AI capabilities, her posts and interactions follow a clear strategy that prioritizes relevance and connection with followers,” Rahman says. “Sama’s role is to inspire, inform and connect with travellers, while her accessible presence strengthens Qatar Airways’ relationship with its audience in the digital world.”
