All Notes Project Overview
Updated March 22, 2025

Sama Digital Cabin Crew

Sama is the world’s first AI-powered digital human cabin crew, developed by Qatar Airways in partnership with UneeQ. The name “Sama” means “sky” in Arabic, reflecting her role as a virtual flight attendant representing the airline in the digital realm.

Overview

Launched in 2022 as part of Qatar Airways’ immersive 3D web experience “Qverse,” Sama functions as a digital twin of a cabin crew member who engages customers in natural conversation. The AI has since evolved into a second-generation assistant (Sama 2.0) that leverages advanced conversational AI to deliver interactive, human-like service interactions and learn from each passenger engagement.

Key Features and Capabilities

  • Natural, Human-Like Interaction: Utilizes advanced conversational AI and natural language processing with appropriate facial expressions and body language through UneeQ’s real-time animation engine
  • Multichannel Engagement: The same digital persona operates seamlessly across platforms, providing a unified customer experience
  • Extensive Travel Knowledge: Trained on over 1,000 topics about Qatar Airways’ products, services, and policies
  • Personalized Assistance: Adapts interactions based on user needs and preferences, learning from each interaction
  • Transactional Capabilities: Guides users through tasks like check-in and flight bookings, with future capabilities for completing transactions
  • Multilingual Support: Initially fluent in English, with plans to add Arabic and other languages
  • 24/7 Availability: Provides round-the-clock service through digital channels

Use Cases

  • Mobile App Concierge: Integrated into the Qatar Airways app as an on-demand travel assistant
  • Qverse Immersive Guide: Appears as a virtual cabin crew member in Qatar Airways’ interactive VR-style web platform
  • Social Media “Influencer”: Maintains her own Instagram presence (@SamaOnTheMove) to connect with a global audience
  • Interactive Kiosks & Holograms: Deployed as a life-sized digital crew member at events and airport settings

Technology

Sama is powered by UneeQ’s digital human platform, utilizing two proprietary solutions:

  • Synanim™: Drives real-time, lifelike animation, rendering facial expressions, lip-syncing, and gestures
  • Synapse™: Manages Sama’s conversational brain, interfacing with AI language models and Qatar Airways’ data

The implementation combines generative AI, natural language understanding, text-to-speech, speech recognition, and integration with Qatar Airways’ systems for a cohesive customer experience across channels.

Business Impact

  • Enhanced Passenger Experience: Provides instant, on-demand assistance available anytime
  • Innovative Engagement: Creates fresh ways for customers to interact with the airline
  • Personalized Service at Scale: Enables tailored recommendations for millions of passengers
  • Operational Efficiency: Handles routine inquiries to free up human staff for complex tasks
  • Strategic Brand Leadership: Positions Qatar Airways as an innovator in the aviation industry

Connections

References