Qatar Airways has introduced a “digital human cabin crew” named Sama 2.0 to aid customers both at airports and onboard planes.
Last week, Sama was unveiled at the ITB Berlin trade show, where videos showed that customers can interact with her through a large kiosk-like screen using their phone.
The airline claims its virtual cabin crew member is its first AI-powered customer assistance.
According to developer UneeQ, the digital helper, named “sky” in Arabic, integrates “technology with empathy and personalization” and provides “engaging interactions that mirror human conversation.” It is crafted to utilize “comprehensive visual interactions” to learn from customer behavior and “assist its passengers in designing curated travel experiences.”
Flyers can enhance their experience with Sama by using Qatar’s Qverse. Through this platform, the virtual assistant can guide passengers through 3D airport maps and answer travel questions about baggage, check-in, and more in real time, whether typed or spoken.
Currently, the assistant only speaks English, but it’s expected to be fluent in other languages like Arabic by the end of the year.
“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,” said company Marketing Vice President Babar Rahman, who added that the interactions would be “approachable and friendly.”
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