Observer “Ъ FM” Alexander Levi talks about the project of an airline, within which a virtual girl’s account was created in social networks.
The integration of artificial intelligence into business primarily involves integrating neural networks into processes that will bring benefits through automation. The need for such solutions is obvious and requires flawless security. Ensuring the latter, in turn, requires time. Being at the forefront means applying technologies faster than others and rushing at the same time means taking risks.
Qatar Airways has come up with an elegant way to use neural networks now and with a high degree of security – social networks. The airline launched the world’s first AI flight attendant profile on Instagram (belonging to the recognized extremist and banned company Meta in Russia). We are talking about a virtual girl named Sama, who runs her blog @samaonthemove. Her followers can learn about the places she “visits”, personal stories, events during airport layovers, as well as get to know the details of the crew’s life and find travel tips. All of this, of course, with a creative approach, assures Qatar Airways. Since the profile was launched, 18 photo and video posts have been created. From the perspective of neural networks’ work, there is a feeling that the content is produced either by the forces of various productions or by different tools. This is noticeable in terms of the congruence or external correspondence of one image to another. Two out of three videos have the same image of Sama, while the third one is slightly different. The same two different variations are also observed in the photos.
I dare to assume that this happened because Sama was originally taken as a reference for the visual solution, which already existed since 2022 in the airline’s metaverse on the Qverse website. The portal, created in partnership with Uneeq, is still operational and, by the way, represents an interesting solution. Later, a decision was apparently made to refine Sama’s appearance for social networks.
Currently, the most popular publications of the AI flight attendant are those that feature real people. This includes tennis player Novak Djokovic, several footballers from PSG club, and a real colleague of Sama – a girl named Grace, who has been working at Qatar since June 2024. She has over 30,000 followers, which is three times more than the virtual ambassador.