Meet Sama: Qatar Airways' First AI Cabin Crew Influencer
Qatar Airways has unveiled Sama, the world’s first AI-powered virtual cabin crew member, who made her Instagram debut on January 20, 2025. Designed in collaboration with digital human technology company UneeQ, Sama will serve as an AI influencer, deepening Qatar Airways’ digital engagement with passengers and travel enthusiasts worldwide.
A New Era of AI in Travel Marketing
Sama first emerged in 2022 when Qatar Airways launched Qverse, its metaverse-driven virtual experience. Now, with her dedicated Instagram profile, @SamaOnTheMove, she transitions from a digital entity to a more interactive, AI-driven personality. Through her posts, Sama will simulate a globe-trotting lifestyle, showcasing destinations, travel experiences, and behind-the-scenes moments of life as a cabin crew member.
Her presence on Instagram allows Qatar Airways to embrace the growing trend of AI influencers in digital marketing. By placing Sama in real-world contexts and giving her a voice, the airline seeks to create authentic and engaging connections with travelers.
Blurring the Line Between AI and Authenticity
In her debut Instagram reel, Sama declares:
"I'm digital, but don't box me in. I'm exploring the world, writing my own story. Where am I going? Everywhere."
This sets the tone for her role—not just as a promotional tool, but as a digital persona engaging followers in an immersive, storytelling experience. In another post, she appears in a pink suit, enjoying afternoon tea, teasing her location with the caption:
"Starting the year with a visit to one of my favorite spots in the home city of Big Ben____?"
By creating interaction through such content, Sama bridges the gap between AI-generated marketing and human-like social engagement.
Qatar Airways’ Vision for AI Integration
According to Babar Rahman, Senior VP of Global Marketing and Corporate Communications at Qatar Airways:
"We continuously strive to innovate and redefine the travel experience. Engaging with audiences in the digital space is key, and Sama’s Instagram debut is a testament to our commitment to cutting-edge technology. She complements our world-class, personalized service by connecting, inspiring, and assisting travelers in new ways."
Danny Tomsett, CEO of UneeQ, emphasizes that Sama is more than just a virtual influencer:
"She’s a digital human designed to create genuine connections. By prioritizing a customer-centric approach, we ensure every interaction with Sama feels meaningful, not just promotional."
AI Influencers: The Future or a Threat?
Qatar Airways is not the first to experiment with AI-driven influencers. In September 2024, the German National Tourist Board introduced Emma, an AI influencer designed to promote Germany as a travel destination. However, Emma’s introduction sparked controversy, with critics arguing that AI influencers could displace human content creators.
Despite the debate, brands continue to explore AI-driven marketing to boost engagement and brand loyalty. The rise of digital humans like Sama suggests a future where AI personalities seamlessly integrate into travel, hospitality, and beyond.
The Takeaway
Sama’s Instagram debut represents a bold move by Qatar Airways to blend AI with digital marketing, offering a fresh, interactive way for travelers to engage with the airline. Whether AI influencers will become a staple in brand strategy or remain a novelty remains to be seen—but for now, Sama is on the move, redefining digital engagement in the aviation industry.
