Meet Sama, the world’s first AI-powered virtual cabin crew member, ready to take your travel experience to new heights!
Qatar Airways has just introduced Sama’s new Instagram profile, @SamaOnTheMove, where she will be sharing exclusive behind-the-scenes glimpses of the airline’s destinations and the daily life of a cabin crew member.
Born in the airline’s Qverse metaverse in 2022, Sama now has her own voice and digital presence, bringing a fresh, fun perspective to global passengers.
Sama’s debut on Instagram is part of Qatar Airways’ ongoing efforts to integrate AI into its marketing strategy and to strengthen its connection with passengers.
Sama will share experiences from her “travels,” engaging audiences with her “stopovers” at different airports and her exploration of global destinations.
This marks a significant evolution of Sama from a digital figure to an interactive, social media presence.
In her first Instagram reel, Sama introduces herself with an engaging message:
"I'm digital, but don't box me in. I'm exploring the world, writing my own story. Where am I going? Everywhere."
This playful introduction hints at the AI’s role not just as an influencer but as a character capable of personal expression and travel adventures, sparking curiosity and interaction with followers.
The initiative positions Sama as an AI influencer, bringing a personal touch to Qatar Airways' brand.
Through her Instagram posts, Sama shares glimpses into her “journey,” allowing followers to engage with the airline in ways that go beyond traditional promotional content.
A recent post features Sama in a pink suit, enjoying afternoon tea, with a caption challenging followers to guess her location:
"Starting the year with a visit to one of my favourite spots in the home city of Big Ben____?"
This engaging approach invites interaction and builds excitement around the destinations she “visits.”
Qatar Airways aims to build stronger connections with its audience, tapping into the growing trend of digital influencers.
The AI-powered Sama offers passengers a way to engage with the airline’s brand through social media, bridging the gap between technology and personalised service.
Sama’s introduction to Instagram aligns with a wider trend in the travel and tourism industries, where AI influencers are beginning to redefine how brands interact with customers.
Speaking on the initiative, Mr. Babar Rahman, Senior Vice President of Global Marketing and Corporate Communications at Qatar Airways, remarked,
"At Qatar Airways, we continuously strive to innovate and redefine the travel experience for our customers. We also want to meaningfully engage with audiences where they are, and this is increasingly in the digital space."
Danny Tomsett, CEO of UneeQ, echoed this sentiment, emphasising that Sama is more than just an AI influencer.
“She’s not just an AI influencer but a digital human designed to create genuine connections. Through a customer-centric approach, Sama offers a subtle and thoughtful approach to interaction, ensuring every engagement feels meaningful and personal, not just promotional.”
The use of AI influencers is not exclusive to Qatar Airways.
In September 2024, the German National Tourist Board introduced its own AI influencer, Emma, aimed at promoting Germany to international audiences.
However, the emergence of AI-driven personalities has sparked debate, with some critics arguing that such technology poses a threat to human creators.
While AI influencers provide brands with a unique way to connect with followers — acting as a digital mascot — there’s a limit to their capabilities.
They can effectively promote and represent a brand, but only human creators can offer the authentic, trusted experiences that AI cannot fully replicate.
As the trend gains momentum, it will be interesting to see how AI influencers continue to shape customer engagement and redefine brand interactions in the future.
By offering Sama a platform for personal expression, Qatar Airways is enhancing its brand identity and seeking innovative ways to connect with passengers and followers.
The partnership with UneeQ allows the airline to experiment with AI's potential to foster stronger relationships and improve engagement with a global audience.
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