Meet Sama, the world’s first AI-powered digital human cabin crew, now taking flight on social media. As the face of Qatar Airways’ innovation, Sama will soon inspire and connect with a global audience on Instagram.
Her account, @SamaOnTheMove, 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—all with a creative, human touch.
Qatar Airways Senior Vice President Marketing and Corporate Communications, Mr. Babar Rahman, 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.”
Unveiled during ITB Berlin 2024 to great acclaim, Sama represents Qatar Airways’ commitment to blending innovation with emotional engagement. As the first digital human cabin crew to debut on social media, 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 navigating a new city, or offering a behind-the-scenes look at life in the skies, Sama will showcase Qatar Airways’ network of over 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.
Follow Sama on Instagram at instagram.com/SamaOnTheMove to join her journey and experience the future of travel storytelling, one post at a time.
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Wow! Stunning! Hilton seems to be taking Africa by storm. Just a couple of years back, they opened the first ever in Eswatini.
Wonderful event and topics discussed, hopefully we see the manifestations in our African airline businesses in the nearest future. Kudos to you all.
Hi, I'm Lucy. Please how do I embark on my travel/ tour business. I am newbie and help..
Prices in the Sol Torremolinos Don Pablo are the same than two weeks ago.
Good location astounding but the staffs are rude and they make me wait so long for the service. They charge me more than what is on the website and did not refund me the manager is not helping with the issue
WoW. Amazing Review. 👍
I spent the holidays here, I don't know why but during the holidays their reception smells like a piss Id rather not spend my special occasions here
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