Qatar Airways has made a groundbreaking debut at ITB Berlin 2024 with the introduction of Sama 2.0, the world's first AI-powered holographic virtual cabin crew. This innovative digital human is set to enhance passenger experiences by offering tailored travel assistance.

Sama, which means 'sky' in Arabic, was the highlight of Qatar Airways' new stand at the travel and tourism trade event. The virtual assistant, powered by advanced conversational AI, will interact with visitors and media, continuously improving its responses based on passenger interactions.

Accessible through Qatar Airways' immersive digital platform QVerse and the airline's app, Sama 2.0 can answer real-time queries about the airline’s services, destinations, and more. The digital crew was developed in collaboration with UneeQ, a leader in AI digital human technology, marking a significant advancement in digital travel assistance.

Babar Rahman, Qatar Airways Vice President of Marketing, praised Sama 2.0 as a symbol of the airline's dedication to innovation and exceptional service. "This initiative showcases the successful integration of technology with human interaction, reinforcing our commitment to pioneering products and services," Rahman said.

Danny Tomsett, CEO of UneeQ, highlighted Sama's role in merging technology with empathy and personalization, reflecting Qatar Airways’ commitment to world-class service. "Sama represents the boundless potential of AI, offering engaging and personalized interactions that closely resemble human conversation," Tomsett noted.

Qatar Airways has been recognized for its innovation, including receiving the World Travel Tech Award for the World’s Best Airline Website. Additionally, the airline recently introduced a Generative AI experience at the Web Summit Qatar, which simplifies and personalizes travel planning through visual interactions and an interactive 3D map, offering seamless suggestions across its network of over 170 destinations.