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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.
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.