Sama the AI cabin crew from Qatar Airways now on Instagram

Sama started as a mere VR in 2022

Qatar Airways has upgraded Sama from VR to AI!

Not a single million-mile passenger on any airline can claim that.

Qatar Airways has introduced Sama, the world’s first AI-powered digital human cabin crew.

As the face of Qatar Airways’ innovation, Sama will soon inspire and connect with a global audience on Instagram.

The airline says Sama is designed to connect with a digitally native audience and showcase the airline’s global network and diverse cultures.

On her account, at instagram.com/SamaOnTheMove, she will share travel tips, personal stories, and behind-the-scenes glimpses into the life of a cabin crew member.  

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.

Sama is not meant to replace real cabin crew or customer service teams: but to complement thesm by engaging audiences online.

Qatars Airways originally introduced Sama in April 2022 as the industry’s first-ever MetaHuman cabin crew. At that time ‘Sama’ offered ‘an interactive customer experience through engagement with the user, taking them on a virtual journey of discovery, while presenting the unique features in both the Business and Economy Class cabins through a narrated script’. 

From MetHuman cabin crew to VR digital cabin crew in under three years!


About Qatar Airways

Qatar Airways is the state-owned flag carrier of Qatar. Its base is Hamad International Airport (DOH) in Doha.

Routes: Over 170 destinations across Africa, Central Asia, Europe, Far East, South Asia, Middle East, North America, South America and Oceania.

Passengers: Over 30 million pa

Alliance: oneworld

Fleet: 230 passenger aircraft:

  • 29 Airbus A320
  • 12 Airbus A330
  • 58 Airbus A350
  • 10 Airbus A380
  • 9 Boeing 737 MAX 8
  • 64 Boeing 777
  • 48 Boeing 787

Internet links

Qatar Airways (QR)