The national carrier of the State of Qatar has broken new ground at ITB Berlin 2024 with the successful launch of its holographic virtual cabin crew, Sama 2.0. Qatar Airways is the world’s first airline to develop the Artificial Intelligence powered digital human cabin crew to assist its passengers in designing curated travel experiences.
Sama is developed by Qatar Airways in partnership with UneeQ, a leader in AI digital human technology. This collaboration between Qatar Airways and UneeQ harnesses UneeQ’s innovative platform to enhance the digital travel experience and 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.

Owing to its marked success in introducing and implementing the latest technologies to enhance passenger experiences, Qatar Airways has been continually lauded for its innovative efforts, with the latest recognition received from the World Travel Tech Awards for the World’s Best Airline Website.
To interact with Sama 2.0 during ITB Berlin and discover Qatar Airways’ world of digital innovation, visit the new Qatar Airways exhibition pavilion 102, Hall 4.2, until 7 March 2024.
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