Skift Take
Qatar Airways plans to put an AI-generated, digital human with an uncanny presence at the forefront of its customer experience.
Those interested in flying with Qatar Airways, may have a few questions first: Where does Qatar fly to? What does first class look like?
For answers, those potential customers may meet Sama, a “digital human” decked out in Qatar’s burgundy flight attendant uniform.
Sama is Qatar’s AI-generated cabin crew member found on the carrier’s Qverse, which walks customers through a virtual reality version of its products.
Customers can access the Qverse through their phone or computer, with Sama there waiting to answer any questions.
In the Qverse, Sama looks and sounds human but also has an uncanny presence that’s become a hallmark for computer-generated figures. Sama has an extensive backstory (“grew up” in Doha and “became” a flight