Qatar Airways launches Sama, the world’s first AI-powered digital human cabin crew member, on Instagram in collaboration with digital human technology company UneeQ.

Sama’s Instagram channel provides followers with perspectives on destinations and insights into cabin crew life, including behind-the-scenes content and layover experiences. The digital human is designed to facilitate personal interactions with Qatar Airways’ global audience.

Creating Digital Engagement

“Sama’s Instagram presence represents an exciting shift in brand engagement—she’s not just an AI influencer but a digital human designed to create genuine connections,” Danny Tomsett, CEO of UneeQ, said in a press release. The company focuses on creating realistic digital interactions that feel personal rather than promotional.

Qatar Airways’ SVP of Global Marketing & Corporate Communications, Babar Rahman, positioned the launch as part of the airline’s broader digital strategy: “We want to meaningfully engage with audiences where they are, and this is increasingly in the digital space.”

Beyond Virtual Influencers

UneeQ noted that Sama appears in real environments to enhance relatability, distinguishing her from other virtual influencers in the market.

Tomsett emphasized the significance of the collaboration: “Her presence on Instagram is a powerful demonstration of how digital humans can forge meaningful relationships, redefine customer engagement, and elevate brand experiences.”

The launch represents Qatar Airways’ latest effort to integrate digital technology into its customer experience and marketing strategy. Sama’s Instagram channel aims to complement the airline’s existing personalized service by providing a new platform for customer engagement.

This development follows a broader trend of tourism entities exploring digital and AI technologies to enhance customer interactions and brand presence across social media platforms.

In September 2024, the German National Tourist Board unveiled Emma, an AI-generated avatar, as its “interactive brand ambassador” to promote tourism in Germany. The move was met with backlash by those who see AI influencers as a threat to human creators.