Dubai: Qatar Airways has introduced an upgraded version of its AI-powered digital cabin crew, Sama, now fully equipped with Arabic language capabilities. The announcement was made on Monday during the Arabian Travel Market (ATM) Dubai 2025, highlighting the airline’s ongoing commitment to technological innovation and customer engagement.
Sama, initially launched in English at last year's ATM event, now understands regional Arabic dialects and can converse fluently in Modern Standard Arabic, making it easier for travellers across the Middle East to interact naturally and seamlessly.
At Qatar Airways’ interactive stand, Sama demonstrated its new skills by assisting visitors with flight bookings, offering personalized destination recommendations, and providing detailed information about the airline’s products and services. The AI-driven digital cabin crew engaged in real-time, intuitive conversations, drawing significant attention from attendees.
Enhancing Customer Experience Through AI
Qatar Airways officials emphasized that the latest upgrade to Sama is part of a broader strategy to enhance the customer journey using cutting-edge artificial intelligence technologies.
Originally developed to assist passengers in travel planning, itinerary suggestions, and airline information services, Sama’s capabilities have now expanded beyond English to cater to the diverse linguistic needs of the region.
The AI-powered conversational service is accessible through Qatar Airways' official website, offering users a smart, interactive tool for managing their travel experience.
By breaking language barriers and offering a more personalized interaction, Qatar Airways aims to set new standards in passenger service within the aviation industry.
