On 1st January, Qatar Airways’ digital ambassador, ‘Sama,’ shared her first post on Instagram under the handle @SamaOnTheMove.

Yesterday, the world-famous airline shared more information on what to expect.

For context, Sama is the world’s first AI-powered digital human cabin crew and she is now the “first digital human cabin crew to debut on social media.” The airline announced her Instagram followers can expect “a mix of travel tips, personal stories from her layovers, and a behind-the-scenes look at the life of a cabin crew member—all with a creative, human touch.”

Some of her first posts show her strolling through airports and exploring famous tourist destinations. But why?

Explaining the reasoning for creating Sama’s account, Qatar Airways Senior Vice President Marketing and Corporate Communications, Mr. Babar Rahman, said:

“Introducing Sama on Instagram is an extension of our vision to blend human connection with technological innovation. 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.”

 

 

 

Qatar Airways hinted that Sama will showcase the airline’s extensive destinations, encouraging followers to “see the world through her eyes.”

With one study showing 38 per cent of Gen Z travellers head to TikTok and Instagram to plan their next overseas trip, could this be the future of airline engagement?

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