Qatar Airways Readies Gen AI Agent Sama to Help Book Travel

Metaverse cabin crew Sama 2.0 lets customers experience in-flight entertainment, leading to more sales

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Qatar Airways is giving its digital cabin crew, Sama, a generative artificial intelligence makeover to improve its customer service experience and ultimately drive sales.

Developed in collaboration with UneeQ, Sama 2.0 is a more humanlike AI digital entity, complete with expressions and simulated breathing. This is a departure from her former gamelike character appearance and signals a shift in Qatar Airways’ approach to passenger interaction.

In its next phase, Sama will be able to book flights and complete transactions on behalf of people, pivoting to agent AI—the industry’s next AI evolution, the company said.

Sama 2.0



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