Qatar Airways broke new ground on Wednesday when it unveiled the world’s first-ever holographic virtual cabin crew — Sama 2.0 — at the Internationale Tourismus-Borse (ITB) Berlin, the world’s biggest tourism trade fair.

Qatar’s national carrier thus became the world’s first airline to develop an Artificial Intelligence-powered digital human cabin crew to assist passengers with designing curated travel experiences.

Sama, meaning ‘sky’ in Arabic, took centre stage at Qatar Airways’ stand at ITB Berlin, where it interacted with both visitors and media. Enabled using industry-leading conversational AI, Sama 2.0 will continue to learn and develop over time to improve responses through passenger interactions.

A stunning holographic display! What an unforgettable way to meet Sama 2.0!

Sama 2.0 is #QatarAirways AI digital human cabin crew revamped to interact with passengers for curated travel experiences. pic.twitter.com/swAxU2rxek

— Qatar Airways (@qatarairways) March 5, 2024

Sama 2.0 will answer questions related to Qatar Airways FAQs, destinations, support tips, and more, in real-time.

It will be accessible through QVerse, Qatar Airways’ immersive digital platform, and through the Qatar Airways app.

Sama 2.0 is developed by Qatar Airways in partnership with UneeQ, a leader in AI digital human technology. The collaboration, which harnesses UneeQ’s innovative platform to enhance a passenger’s digital travel experience, also sets new standards in the aviation industry.

The one-of-a-kind cabin crew is also poised to create benchmarks for personalised and functional service interactions in air travel.

Have you gotten a chance to meet the newest member of the #QatarAirways’ family, Sama?

Learn more about Sama’s evolution: https://t.co/dfOEHpHJhL#AskSama #ITBTogether

— Qatar Airways (@qatarairways) March 6, 2024

Qatar Airways vice president (Marketing) Babar Rahman said: “Sama 2.0 represents our relentless pursuit of innovation and embodies Qatar Airways’ values of exceptional service and hospitality. This is a monumental point in spearheading the successful synergy between technology and human connection – not only for Qatar Airways, but also for the industry at large.

“Qatar Airways affirms its commitment to leading and collaborating with innovation experts to create pioneering products and services for its customers,” he said.

UneeQ Chief Executive Officer Danny Tomsett said: “Sama embodies UneeQ’s commitment to blending technology with empathy and personalization, providing an innovative solution that aligns with Qatar Airways’ reputation for world-class service. She’s a testament to the endless possibilities of AI, capable of delivering personalized and engaging interactions that mirror human conversation.”

Qatar Airways recently unveiled its Generative AI experience for hassle-free and personalized travel planning at the Web Summit Qatar.

The experience utilises comprehensive visual interactions and an interactive 3D map to understand customers’ travel preferences, thereby eliminating the need for manual searches.

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