Meet Sama 2.0: Everything We Know About Qatar Airways’ New AI Flight Attendant
The innovative virtual assistant is here to take the stress out of your travel experience
Qatar Airways is taking their customer experience to new heights. At a conference in Berlin yesterday, the GCC-based airline unveiled its first-ever A.I powered digital cabin crew member.
Named Sama 2.0, meaning ‘Sky’ in Arabic, the AI assistant is a holographic avatar equipped with a range of human-like characteristics. From simulated breathing to lifelike facial expressions and the ability to interact with users, Sama’s development embodies a seamless blend between technology, empathy and personalisation.
“The deployment of Sama 2.0 in the airline industry underscores the importance of establishing personal connections with our passengers,” said Babar Rahman, vice president of marketing at Qatar Airways, in a statement. “Approachable and friendly, these authentic interactions will help us increase customer engagement,” he continued.
According to the airline, Sama 2.0 comes with a backstory: She grew up in Doha before going on to complete her specialised training for Qatar Airways.
Much like her human cabin crew counterparts, Sama 2.0 will assist travellers with information on baggage allowance, check-in procedures, layovers, destinations, FAQs, and more – the key difference being that she’s available at the click of a button.
Originally designed to guide users through Qatar Airways’ immersive virtual platform, QVerse, the innovative virtual assistant will transform a one-way exchange into a dynamic, conversational experience in real-time, curating personalised travel itineraries for users.
What’s more, with each passenger interaction, Sama will continue to learn and develop over time, improving the quality and efficiency of her responses. This comes courtesy of industry-leading A.I technology from New Zealand-based tech company Uneeq, with which she has been created.
Currently an English-speaking entity, later versions of Sama 2.0 will be fluent in Arabic and other languages, allowing her to connect with a global traveller base.