The world’s first artificial intelligence cabin crew, Sama 2.0, has been launched by Qatar Airways with a holographic virtual concept to increase flight frequencies and support passengers.

Sama 2.0 was introduced in 2022 as the “first-ever metahuman cabin crew,” which translates as ‘sky’ in Arabic and takes on a personalized and empathetic approach to interacting with passengers.

Sama will be accessible through QVerse, and the Qatar Airways app. She was developed in collaboration with New Zealand Company’s AI digital human technology, UneeQ. This helped UneeQ enhance the digital experience of the passengers and increase flight frequencies for the company.

“Innovation is a vital cornerstone of our mission, and with the new and improved Sama, we are taking another defining step toward enhancing our digital experience,” Qatar Airways Group CEO, Engr. Badr Mohammed Al-Meer said.

“The multiple flight increases in our existing destination network emphasize the surge in demand for air travel, bridging together countries and people for better tourism and trade opportunities,” Al-Meer added.

In a recent ITB Berlin travel exhibition in Germany, Sama 2.0 was seen to interact with both visitors and media alike. She is enabled with industry AI and would continue to learn and grow. She was ready to answer questions such as FAQs, destinations, support tips, and more.

Qatar Airways Vice President Marketing, Babar Rahman, said: “Sama 2.0 represents our relentless pursuit of innovation, and embodies Qatar Airways’ values of exceptional service and hospitality.”

“This is a monumental point in spearheading the successful synergy between technology and human connection – not only for Qatar Airways but also for the industry at large.”