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Qatar Airways Unveils The World’s First AI Cabin Crew

The Gulf carrier has set new standards by being the first to use AI to improve passenger experiences.



qatar airways unveils the world's first ai cabin crew sama 2.0
Qatar Airways

National carrier Qatar Airways has unveiled Sama 2.0, the world’s first AI-enhanced “digital human cabin crew” at ITB Berlin 2024. Sama, meaning “sky” in Arabic, can learn from passengers to enhance her responses. She even has a backstory of growing up in Doha and undergoing specialist training as a flight attendant.

The updated version 2.0 of Sama provides responses in real-time and can answer FAQ-style queries, brief passengers on their destinations, and offer support and advice. Sama is accessed through QVerse, Qatar Airways’ latest digital platform, and can also be found in the airline’s official app.

Sama was developed in collaboration with UneeQ, a company specializing in “digital humans” for corporate branding projects.

Qatar Airways is experiencing a significant surge in demand as travel recovers after the pandemic. According to Chief Commercial Officer Thierry Antinori, customers are becoming more selective with their travel decisions and often opting for higher-quality options.

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The shift in consumer behavior is beginning to drive a wider gap between top-tier airlines and more budget-oriented options. As a result, Gulf carrier Qatar Airways finds itself in a price and quality bracket that includes powerhouses like Emirates and Etihad, which explains the push for innovative experiences from technologies like Sama 2.0.

Despite intense competition, Qatar Airways has experienced a 31% increase in traffic this year, which can be attributed to the expansion of its network and an overall surge in global travel.


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Adobe Teases New AI Editing Tools And Updates In Premiere Pro

The video editing app will be enhanced with a generative extend tool, text-to-video, improved timeline waveforms, and more.



adobe teases new ai editing tools and updates in premiere pro

After launching the generative AI model Firefly last year, Adobe is now showcasing how the technology will be used in upcoming versions of the editing app Premiere Pro. In an early sneak peek, the company demonstrated several new features, including Object Addition and Removal, Generative Extend, and Text to Video.

The first new feature, Generative Extend, targets a common video editing problem by using AI to “Seamlessly add frames to make clips longer, so it’s easier to perfectly time edits and add smooth transitions”.

Meanwhile, Premiere Pro’s Object Addition & Removal tool will leverage Firefly’s generative AI to “Simply select and track objects, then replace them. Remove unwanted items, change an actor’s wardrobe or quickly add set dressings such as a painting or photorealistic flowers on a desk,” Adobe states.

Adobe also showcased another new feature that can automatically generate new film clips using a text prompt. To use the content creation tool, editors can “Simply type text into a prompt or upload reference images. These clips can be used to ideate and create storyboards, or to create B-roll for augmenting live action footage,” Adobe explained. The company seems to be commercializing this particular feature extremely quickly, considering generative AI video only appeared a few months ago.

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The new additions to Premiere Pro will be added later this year, but Adobe is also introducing smaller improvements to the editing app in May. The changes include interactive fade handles to enable easier transitions, an Essential Sound badge that uses AI to “automatically tag audio clips as dialogue, music, sound effects or ambience, and add a new icon so editors get one-click, instant access to the right controls for the job”, along with effect badges and a new look for waveforms in the timeline.

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