Qatar Airways showcases world’s first AI virtual cabin crew

Qatar Airways presented its second-generation virtual cabin crew, Sama 2.0, powered by innovative conversational AI

Qatar Airways has broken new ground at ITB Berlin 2024 with the successful launch of its holographic virtual cabin crew, Sama 2.0.

Qatar Airways is the world’s first airline to develop the Artificial Intelligence powered digital human cabin crew to assist its passengers in designing curated travel experiences.

Sama, meaning ‘sky’ in Arabic, has taken centre stage at the new Qatar Airways stand during ITB Berlin.

Sama 2.0 is ready to answer questions in real time such as Qatar Airways FAQs, destinations, support tips and more, and will be accessible through QVerse, Qatar Airways’ immersive digital platform, as well as through the Qatar Airways app.

Sama is developed by Qatar Airways in partnership with UneeQ, a leader in AI digital human technology.

Babar Rahman, Qatar Airways Vice President Marketing, said: “Sama 2.0 represents our relentless pursuit of innovation, and embodies Qatar Airways’ values of exceptional service and hospitality.

“This is a monumental point in spearheading the successful synergy between technology and human connection, not only for Qatar Airways, but also for the industry at large.

“Qatar Airways affirms its commitment to leading and collaborating with innovation experts to create pioneering products and services for its customers.”

Danny Tomsett, UneeQ Chief Executive Officer, said: “Sama embodies UneeQ’s commitment to blending technology with empathy and personalisation, providing an innovative solution that aligns with Qatar Airways’ reputation for world-class service.

“She’s a testament to the endless possibilities of AI, capable of delivering personalised and engaging interactions that mirror human conversation.”