Curated travel experiences, embodied by AI

Innovation has taken to the skies with Sama 2.0 –
an immersive, conversational AI built to help you discover, book, and start your next travel adventure.

Improve customer experience

client overview

Dream, discover, book, fly.

Qatar Airways has a history of providing its customers with an elevated level of service. The unprecedented eight-time winner of World’s Best Airline has a brand that’s not only luxurious but well known for setting new standards of customer experience in the aviation sector.

The Doha-based carrier are true innovators in technology, not least of all with the QVerse, an immersive experience for visitors to the airline's website. And, of course, a strong brand that’s synonymous and inseparable from the culturally rich traditions of Qatar.

Sama has been trained on 1,000 Qatar airways topics and data points, along with dynamic knowledge of flight destinations, to help customers discover and book flights more easily.

Scaling customer experience in the digital world

For brands like Qatar Airways, innovative customer experience starts long before a passenger boards a flight, and extends long after they land in their chosen destination. The world-class level of attention and service customers receive at 30,000 feet can be extended into new areas of the customer journey – when people are planning their next trip, booking their flights, preparing for the journey, and eventually experiencing what the world has to offer.

Scaling high levels of personalized service into these customer moments used to be impossible. But not with a digital human.

Meet Sama: A first for AI-powered aviation

Sama is an interactive, AI-powered digital human, capable of speaking with customers in a natural and humanlike way. She uses the latest generative AI technologies and a deep knowledge of Qatar Airways services to speak with customers face to face – via the QVerse and her own dedicated Instagram channel.

Powered by Synanim™ and Synapse™ (two of UneeQ’s proprietary AI solutions) Sama can do anything from suggesting holiday destinations to even booking flights, all through natural, engaging conversation.

ABout Sama

Get to know Sama,  
a UneeQ AI human

Sama (which means ‘Sky’ in Arabic) is designed as a digital embodiment of the region's warm hospitality and timeless charm. Her backstory begins in a bustling souk nestled within a vibrant desert oasis

Raised by a family deeply rooted in the traditions of the region, she learned the art of storytelling from her grandmother, who regaled her with tales of ancient caravans, mystic dunes, and the constellations that guided travelers.

With this backdrop, it’s no surprise that Sama loves to share the richness of her proud Middle Eastern heritage through stories, folklore, and even culinary delights, inviting travelers to immerse themselves in the magic of the journey. She shares these stories and those of the amazing people she meets through her Instagram channel @samaonthemove.

Sama's origin story weaves reverence of the past with the excitement of the future. She’s outgoing, friendly, and gracious, redefining what it means to connect with passengers on a profound level. As Qatar Airways' digital human cabin crew member, Sama embodies the aspirations of a region known for its hospitality and the airline's commitment to delivering exceptional experiences.

"The deployment of Sama in the airline industry underscores the importance of establishing personal connections with our passengers. Approachable and friendly, these authentic interactions will help us increase customer engagement and offer best-in-class services."

Babar Rahman

Vice President Marketing, Qatar Airways.