Qatar Airways has introduced Sama, its first AI-powered digital cabin crew member, unveiling the latest employee via social media and her dedicated Instagram account, @SamaOnTheMove.

Sama was introduced to the world during ITB Berlin 2024 and represents Qatar Airways' commitment to blending innovation with emotional engagement. Designed to connect with a digitally native audience, Sama aims to provide relatable and inspiring content. The social account will feature travel tips, personal stories from her layovers, and a behind-the-scenes look at the life of a cabin crew member.

"Introducing Sama on Instagram is an extension of our vision to blend human connection with technological innovation," said Babar Rahman, Qatar Airways Senior Vice President Marketing and Corporate Communications.

"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."

Sama is also designed to showcase Qatar Airways' network of over 170 destinations in a fresh and imaginative way, further enhancing the airline's digital presence.