Qatar Airways’ Sama ON Social

To launch Sama, the world’s first AI-powered digital human cabin crew, on Instagram for Qatar Airways (@SamaOnTheMove), creating an engaging digital ambassador that connects with a global audience through storytelling and travel inspiration, while embracing fully AI-driven production and developing new creative workflows for scalable social content. Strategically, the initiative was designed to engage Qatar Airways customers through an alternative channel and introduce a more responsive, conversational side of the brand.