Qatar Airways introduces Sama, an AI-powered digital cabin crew member, as a new face of innovation and emotional engagement on Instagram. Through her account, @SamaOnTheMove, Sama will share travel tips, behind-the-scenes insights, and inspiring stories, redefining travel storytelling.
15 January 2025 – Qatar Airways has unveiled Sama, the world’s first AI-powered digital human cabin crew, as the latest addition to its innovation-driven approach to travel. Making her debut on Instagram under the handle @SamaOnTheMove, Sama promises to engage a global audience with travel tips, personal stories, and exclusive behind-the-scenes content from her life as a cabin crew member.
Babar Rahman, Senior Vice President of Marketing and Corporate Communications at Qatar Airways, shared the vision behind Sama’s creation: “Introducing Sama on Instagram is an extension of our vision to blend human connection with technological innovation. Sama represents the future of travel—personal, engaging, and deeply connected to experiences that matter.”
First introduced at ITB Berlin 2024, Sama has already gained recognition for her ability to connect emotionally with a digitally native audience. Her posts will explore Qatar Airways’ vast network of over 170 destinations, offering followers an imaginative and relatable perspective on global travel.
From uncovering hidden gems in Paris to sharing city navigation tips and glimpses into the cabin crew experience, Sama embodies Qatar Airways’ commitment to innovation and cultural connection. Her journey will highlight the airline’s dedication to creating memorable and engaging experiences for travelers.

Follow Sama’s adventures on Instagram at instagram.com/SamaOnTheMove and witness the future of travel storytelling unfold.