On March 6, Qatar Airways broke ground by unveiling Sama 2.0, an innovative use of artificial intelligence (AI). Sama is the second iteration of the proposed holographic flight crew designed to assist in the passenger experience. The full AI cabin crew is the first of its kind, unveiled at ITB Berlin 2024, the world's leading travel trade show. Although other airlines have begun exploring uses for AI within their operations, Qatar Airways is the first to introduce holographic AI into its passenger experience.

Along with the reveal of Sama, which means "sky" in Arabic, the company announced the expansion of the QVerse, in which the use of Sama AI can help answer travel FAQs, amongst other services. The immersive digital platform can also be used on the company's app. In addition to the AI cabin crew, Qatar Airways revealed greater flight frequencies to 15 locations worldwide, including the Berlin Brandenburg Airport (BER).

The new AI is powered by UneeQ Digital Humans, which develops real-time, AI-assisted, lifelike animation technology. The company also released Synapse in 2023, which is designed to protect the integrity of the technology while keeping conversations safe and private. The company is confident that the application will work in multiple languages, including English and Arabic. UneeQ is based in Austin, Texas, with offices in Australia and New Zealand.

UneeQ CEO Danny Tomsett said about Sama:

"The booking and travel process needs to be improved by making it more accessible and personalized. Sama embodies UneeQ's commitment to blending technology with empathy and personalization, providing an innovative solution that aligns with Qatar Airways' reputation for world-class service."

Qatar Airways is excited about the next step in AI in its operations. The carrier's Vice President of Marketing, Babar Rahman, said: 

"Sama 2.0 represents our relentless pursuit of innovation, and embodies Qatar Airways' values of exceptional service and hospitality. 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. Qatar Airways affirms its commitment to leading and collaborating with innovation experts to create pioneering products and services for its customers."

At Web Summit Qatar, the airliner also released a generative AI feature to offer an immersive customer experience and to explore new destinations. AI was a major conversation point at ITB Berlin. Glenn Fogel of Booking Holdings stated, "Generative artificial intelligence can be of more assistance than real humans when customers are making their travel plans." 

Booking Holdings owns Booking.com, Priceline, Kayak, OpenTable, and Agoda. Fogel explained in a presentation that AI trip planners will become more useful and frequent within the travel industry. Intelligent solutions based on machine learning will be critical to streamlining the travel experience for the industry's future. As physical travel agencies are being phased out of the industry, recent trends indicate AI will fully automate these jobs in the coming years.