Sama will act as an AI influencer for Qatar Airways, with the aim of building authentic connections between the airline and its followers. Rose Dykins reports

The world’s first AI-powered virtual cabin crew member, Sama, has made her Instagram debut, thanks to a collaboration between Qatar Airways and digital human tech company, Uneeq.

Sama has been a digital character for Qatar Airways since the airline joined the metaverse with its Qverse website experience in 2022. The introduction of her AI-generated Instagram profile, @SamaOnTheMove, will give an insider’s perspective on the destinations she “visits” during airport stopovers, and offer a glimpse into the life of a cabin crew member.

Sama’s new social presence adds a novel dimension to the character’s digital existence, and will provide a new way for passengers and followers to connect with Qatar Airways.It also allows Qatar Airways to become one of the latest travel brands to explore the capabilities of AI influencers for building engagement with their audiences. By placing Sama in real environments, and equipping her with a platform for (seemingly) personal expression, the aim is for her Instagram presence to build authentic connections between the airline in a global passengers.

In Sama’s first Instagram reel, she says: “I’m digital, but don’t box me in. I’m exploring the world, writing my own story. Where am I going? Everywhere.” One post on Instagram grid pictures her posing in a pink suit while enjoying afternoon tea. The caption reads: “Starting the year with a visit to one of my favourite spots in the home city of Big Ben____?” inviting followers to guess where in the world she might be.

Mr. Babar Rahman, senior vice president of global marketing and corporate communications at Qatar Airways, says: “At Qatar Airways, we continuously strive to innovate and redefine the travel experience for our customers. We also want to meaningfully engage with audiences where they are, and this is increasingly in the digital space. Sama’s Instagram debut is testament to our commitment to embracing cutting-edge technology to connect, inspire and assist travellers, complementing the world-leading, personalised service we are known for.”

Danny Tomsett, CEO of UneeQ, adds: “Sama’s Instagram presence represents an exciting shift in brand engagement. She’s not just an AI influencer but a digital human designed to create genuine connections. Through a customer-centric approach, Sama offers a subtle and thoughtful approach to interaction, ensuring every engagement feels meaningful and personal, not just promotional. We’re honoured to collaborate with [Qatar Airways] in bringing Sama closer to passengers and followers worldwide. Her presence on Instagram is a powerful demonstration of how digital humans can forge meaningful relationships, redefine customer engagement, and elevate brand experiences.”

In September 2024, the German National Tourist Board introduced its first AI influencer, Emma, designed to promote Germany as a destination to international audiences around the clock. The move was met with backlash by those who see the roll-out of AI influencers as a threat to human creators.