Qatar Airways debuts AI crew Sama for air freight at ACE 2025

Qatar Airways Cargo will unveil a major digital innovation at Air Cargo Europe 2025 in Munich with the introduction of Sama, the world’s first AI-powered digital cabin crew adapted for both passenger and cargo services. This strategic advancement reflects the airline’s continued investment in cutting-edge technologies and reinforces its leadership in driving digital transformation across the air freight industry.

Initially launched to enhance passenger experience across booking, inquiry, and support services, Sama has been celebrated for her human-like digital interaction and ability to deliver real-time assistance. Now, this same AI technology is being adapted for cargo operations—an area that traditionally relies on manual processes and standard customer service models.

Sama will now assist air freight customers by supporting cargo bookings, offering shipment tracking, and responding to a wide array of freight-related inquiries. This shift not only enhances efficiency but also brings a new level of responsiveness to global logistics.

“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 at Qatar Airways Cargo. “Sama not only enhances the passenger experience but now plays a pivotal role in streamlining our cargo service offerings.”

Sama’s integration into the cargo space comes at a time when the global logistics industry is under pressure to digitalise faster, reduce friction in service delivery, and enhance customer experience. The AI will act as a scalable solution that provides clients 24/7 support, particularly valuable for time-sensitive and high-value shipments.

At Air Cargo Europe, taking place from June 2–5, 2025, attendees will have the opportunity to experience Sama in action at Hall A2 / Booth 101/202. Qatar Airways Cargo will offer live demonstrations showcasing how Sama interacts with freight forwarders and logistics partners through intuitive dialogue and automated backend processes.

With this bold step, Qatar Airways Cargo not only reaffirms its role as a technology pioneer but also sets a new standard for how artificial intelligence can be meaningfully integrated into cargo operations, offering smarter, faster, and more customer-centric solutions for a rapidly evolving industry.