As a sponsor of Web Summit Qatar 2025, Qatar Airways brought along Sama, it’s AI ‘assistant’ in the form of an interactive hologram. Visitors can meet Sama as a hologram at the Qatar Airways Pavilion, where she will guide guests and answer their travel questions.

Qatar Airways Group Chief Executive Officer, Engr. Badr Mohammed Al-Meer, said: “Qatar Airways’ partnership extension with Web Summit Qatar illustrates our commitment to innovation and highlights our pursuit of adopting cutting-edge technological advancements to deliver leading passenger experiences. As the national carrier of the State of Qatar, we are also honoured to support further our country’s ambitions of technological growth and innovations.”

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This year, Qatar Airways Pavilion features staff in its ‘Tarmac Talks’, which also include pioneers in the industry giving insight into the technologies on display at the pavilion. The airline has further brought together a number of innovations for visitors to discover, including AI booking with Sama, which is now live on Qatar Airways QVerse, app and website.

Travellers can simply ask Sama about flights, and ‘she’ will curate a tailored itinerary. Planning a family trip? Just tell Sama – she’ll suggest family-friendly destinations and refine the itinerary in real time. Available around the clock, Sama makes booking smarter.