A fictional flight attendant has been given ‘her’ own Instagram account.
‘Sama’, created by Qatar Airways in 2024 has previously been used in some of the airline’s promotional material. First announced at ITB Berlin, the character was used at several events through the year, notably at the launch of the Qsuite product at Farnborough, where she appeared to joke with the (very much human) CEO Badr Mohammed Al Meer.
The Instagram account shows the character giving a mix of travel tips, stories from layovers, and a behind-the-scenes look at the life of a cabin crew member. Among the pictures, A.I generated video shows her welcoming in the New Year, and there is somehow a selfie with tennis legend Novak Djokovic.
READ: FIA 2024: Qatar launches next gen Qsuite
Sama’s online persona has not been entirely welcomed by users. One commented: “This is an abomination. Who thought this was a good idea?”, while another said: “Why not hire a brand representative? You can afford it don’t be cheap”. Moderators of the account typically post pithy replies by Sama (“I hope my boss doesn’t see that post, I thought I was doing a good job” and: “There’s nothing fake about my style” on a post about fashion, etc).
Qatar Airways’ VP Marketing, Mr. Babar Rahman, said: “Introducing Sama on Instagram is an extension of our vision to blend human connection with technological innovation. Sama is not just a digital human; she’s a reflection of how we see the future of travel—personal, engaging, and deeply connected to the experiences that matter. Her presence marks a step forward in how we humanise our brand and create moments that resonate with our global audience.”
Follow Sama @samaonthemove. Alternatively, if you prefer the adventurers of a real Qatar flight attendant, follow Grace S. @graciaslla
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