Qatar Airways has introduced Sama, its first AI-powered digital human cabin crew, to act as one of its brand ambassadors. Sama, who debuted on Instagram under the handle @SamaOnTheMove, offers a mix of travel content, cultural highlights, and behind-the-scenes insights glimpses into the life of a cabin crew member.
Sama’s recent posts highlight her global adventures, from enjoying high tea in London to exploring the Hamad International Airport. Her collaborations with real-world figures further blur the line between AI and reality.
In one post, Sama is seen posing with tennis champion Novak Djokovic, captioned, “With the tennis legend himself @djokernole 🎾. Good luck in Australia!”, wishing him luck on the upcoming Australian Open. Another post features her alongside a real Qatar Airways cabin crew influencer who has a following of 27.2K followers with the caption, “Planes, pals, and the sky’s the limit. With @graciaslla. Tag your travel buddy ❤️”.
View this post on Instagram
Her content ranges from exploring cities to sharing practical travel tips. By highlighting Qatar Airways’ destinations and experiences, Sama provides followers with curated insights into the airline’s services. She also engages with comments on her posts with a human-like and relatable tone.
Sama’s introduction comes as brands increasingly use AI to connect with audiences. She was first introduced during ITB Berlin 2024 as part of the Qatar Airways digital cabin crew and is designed to engage with a global audience through social media and offer a fresh perspective. By integrating AI into its digital strategy, Qatar Airways aims to explore new methods of audience engagement.
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.”
Since her debut, Sama has gained traction on Instagram, with her posts generating engagement through comments and interactions. While some comments approach with a negative perspective of Sama being an AI, her replies are sassy comebacks while acknowledging herself as an AI.
Collaborations with real-life figures, such as Djokovic, have added to her credibility as a virtual representative of the airline. Through her storytelling and collaborations, Sama highlights Qatar Airways’ destinations and services, providing a fresh way to connect with audiences online.
Apart from Instagram, Sama is also present on the airline’s digitised interactive website called QVerse that allows consumers to explore the Qatar Airport, the airline’s check-in processes, lounges and even its aircraft range and features. Through the website, consumers can also directly chat with Sama, via text or voice, to find out further information.
