This week at the Web Summit Qatar 2025, Qatar Airways is taking center stage with a groundbreaking innovation: the unveiling of the "world’s first AI booking innovation" powered by their Sama AI assistant, now presented as a hologram.

Experience Sama: The Holographic Travel Assistant

Visitors to the Qatar Airways pavilion have the unique opportunity to interact with Sama, the airline’s new holographic AI assistant. This innovative feature allows guests to engage directly with Sama, asking questions related to their travel needs.

Effortless and Personalized Booking

Powered by cutting-edge AI technology, Sama is integrated into the airline's QVerse metaverse platform, mobile app, and website. The AI system is designed to simplify and personalize the booking process. Travelers can seamlessly communicate with Sama about flight details, and she will craft a customized itinerary, offering real-time updates and modifications.

AI-Enhanced Inflight Experience

Qatar Airways is also advancing the inflight experience for its business-class passengers with AI-driven menu recommendations. Passengers can view the inflight menu in advance through the app, where Sama suggests dishes, highlights chef’s specials, and caters to specific dietary restrictions.

Immersive AI Adventure Campaign

Another highlight at the Web Summit Qatar 2025 is the airline’s AI Adventure brand campaign. Attendees can become stars in a virtual film, selecting from an array of scenes. Advanced AI technology ensures the virtual depiction closely matches the participant’s facial features and skin tone, providing a personalized cinematic experience.

Commitment to Technological Excellence

Thierry Antinori, Qatar Airways' Chief Commercial Officer, emphasizes the airline's commitment to technological advancement: “Qatar Airways is increasingly leveraging innovative technologies to enhance and streamline the customer experience. We aim to provide our passengers with excellence from the moment they open the Qatar Airways mobile application or website, and our team has developed digital AI tools to guide and engage our passengers throughout their booking and travel experiences."

pro AV Takeaway

For the professional AV community, Qatar Airways' innovations are a testament to the power of integrating AI and holographic technology into customer experiences. This development highlights opportunities for creating interactive, personalized engagements that can redefine how businesses interact with clients. As AV professionals explore the potential of AI, Qatar Airways' approach serves as a model for adopting cutting-edge solutions to enhance customer satisfaction and engagement in dynamic and interactive ways.