Curated travel experiences,
embodied by AI
Innovation has taken to the skies with Sama 2.0 –
an immersive, conversational AI built to continue Qatar Airways’
journey of excellence in customer experience.
Client Overview
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.
Scaling customer experience in the digital world
For brands like Qatar Airways, innovative customer experience starts long before a passenger books 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, when they’re preparing for the journey and have questions, and when they’re traveling through Doha International Airport.
Scaling these levels of travel service into digital realms used to be impossible. But not with a digital human.
Meet Sama: The first ever AI cabin crew
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 chat with people face to face – in person, in the Qverse, and via the Qatar Airways mobile app.
Powered by Synanim™ and Synapse™ – two of UneeQ’s proprietary AI solutions – Sama has highly personalized and lifelike conversations. Using her sophisticated AI capabilities, she assists passengers by answering their pressing questions, providing recommendations, and curating travel experiences they’ll love.
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.
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.
Babar Rahman
Vice President Marketing, Qatar Airways.
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