Qatar Airways Cargo has unveiled a groundbreaking innovation at Air Cargo Europe 2025, presenting Sama, the aviation industry’s first AI-powered digital cabin crew now adapted for air cargo operations. The technology demonstration took place from 2–5 June in Munich, where Sama attracted strong interest from logistics professionals and media attending the world’s leading air freight and logistics trade show.
Already deployed in Qatar Airways’ passenger services as a virtual assistant for bookings and enquiries, Sama has now made a transformative leap into the cargo space. She will support freight customers with shipment bookings, real-time tracking assistance, and air freight-specific service enquiries, marking a first-of-its-kind application of AI-powered digital human interaction in air cargo.
“By expanding Sama’s role into the cargo sector, we are reinforcing our commitment to innovation and excellence across all areas of Qatar Airways,” said Mark Drusch, Chief Officer Cargo, Qatar Airways Cargo. “Sama not only enhances the passenger experience but now plays a crucial role in supporting seamless, digital-first cargo operations.”
Visitors to Hall A2, Booth 101/202, were able to engage directly with Sama and experience how conversational AI is being applied to streamline service workflows and increase operational efficiency across the air cargo lifecycle.
Driving Digitalisation in Air Freight
Sama’s launch into the cargo sector is part of Qatar Airways Cargo’s broader Next Generation digitalisation strategy, which includes enhancements to its online booking tools, real-time customer engagement, and API integrations with major freight forwarders.
As air cargo operators race to modernise legacy processes, Qatar Airways Cargo is positioning AI at the heart of its digital customer experience. Sama’s integration is designed to reduce time-to-quote, enhance shipment visibility, and provide instant assistance to shippers across multiple touchpoints, supporting round-the-clock service expectations in a global market.
Originally launched as an AI-driven digital human to assist passengers, Sama’s capabilities are underpinned by natural language processing and adaptive machine learning, allowing her to deliver personalised and context-aware responses. Her transition to cargo reinforces Qatar Airways Cargo’s role as a technology innovator in an increasingly digitised and service-driven industry.
Setting a New Standard for AI in Air Cargo
With Sama now operational across both passenger and cargo divisions, Qatar Airways becomes the first airline to integrate AI digital human support at scale in multiple verticals. The move reflects a growing trend among leading carriers to blend automation with high-touch customer service, especially as digital expectations increase across the freight sector.
Sama’s presence at Air Cargo Europe 2025 highlighted not only the technical capabilities of AI within logistics but also Qatar Airways Cargo’s forward-looking approach to customer engagement, service delivery, and digital transformation.
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