For Qatar Airways, Innovation Isn’t Just A Buzzword

Talking innovation, startups, and more with Babar Rahman, Senior Vice President for Marketing and Corporate Communications, Qatar Airways.

What role does innovation and technology play in shaping Qatar Airways’ operations and customer experience?

Innovation and technology are at the heart of Qatar Airways’ strategy to redefine air travel and customer engagement. From immersive experiences like QVerse, which allows passengers to explore cabins and services in a virtual environment, to AI-driven interactions through Sama, our digital human, we are constantly evolving how travelers connect with the airline.Technology isn’t just about efficiency–it’s about presence. With Sama, for example, we’re shifting from chatbots to an AI with a personality that engages customers across different touchpoints, from booking flights conversationally to offering personalized recommendations.

We are also pushing the boundaries of AI-driven engagement beyond traditional aviation touchpoints. In 2024, we launched AI Adventure, the world’s first airline commercial where customers can star in their own Qatar Airways film using AI-generated personalization. This interactive experience not only showcases our innovation in digital storytelling but also reinforces our belief that technology should make customer engagement feel personal and immersive.

Beyond service interactions, we are redefining how airlines engage with customers through AI personalities. Sama on the Move, our AI-driven digital human, extends this concept into social media and digital platforms, engaging with audiences as an interactive brand ambassador. Sama is more than a virtual assistant–she is a presence that represents Qatar Airways in a way that is dynamic, relatable, and culturally adaptable.

At Qatar Airways, innovation isn’t just a buzzword–it’s about creating experiences that transform how people interact with the brand, long before they step onto a plane.

 

 

 

 

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How does Qatar Airways engage with Qatar’s startup and tech ecosystem? Is the airline involved in partnerships, incubator programs, or other tech-driven initiatives?

Qatar Airways actively engages with Qatar’s broader tech ecosystem by exploring opportunities to collaborate with technology providers and innovators who align with our vision for digital transformation. While we do not operate a formal incubator program, we are always open to evaluating emerging technologies and working with tech-driven partners to enhance our digital and customer experience strategies.

Our engagement with the startup ecosystem is primarily opportunity-driven – we focus on identifying solutions that can integrate seamlessly into our operations rather than running structured accelerator programs. We remain open to discussions with startups, artificial intelligence (AI) firms, and digital experience providers whose technologies can contribute to shaping the future of air travel.

Qatar Airways’ approach to innovation is about adopting and implementing technology in a way that enhances our brand experience. By staying connected to Qatar’s growing tech landscape, we ensure that we are continuously evolving in line with the latest advancements in AI, immersive experiences, and digital engagement.

Babar Rahman, Senior Vice President for Marketing and Corporate Communications at Qatar Airways.

What emerging technologies do you see transforming the aviation sector, and is Qatar Airways working with entrepreneurs/ startups to stay ahead in these areas?

Several emerging technologies are shaping the future of aviation, and Qatar Airways is at the forefront of integrating them into our digital brand experience:

• AI-powered digital humans With Sama, we are moving beyond chatbots to create AI-driven interactions that feel more human. Sama engages with travelers across multiple touchpoints, from assisting with bookings to acting as an AI brand ambassador through Sama on the Move on social media.

• Immersive digital experiences QVerse allows customers to explore our cabins and services in a fully interactive virtual environment before they fly, enhancing transparency and engagement.

• AI-driven personalization in storytelling Our AI Adventure campaign pushed the boundaries of brand engagement by using generative AI to personalize video content, allowing customers to star in their own Qatar Airways commercial.

These innovations reflect our commitment to leveraging technology to create deeper, more meaningful interactions with travelers. We actively collaborate with leading AI and digital experience firms to push the boundaries of what’s possible in aviation, customer engagement, and brand experience.

What advice would you give to startups in Qatar looking to work with a major global brand like Qatar Airways? What are the key factors the airline looks for in potential tech partners?

For a global brand like Qatar Airways, the best tech partnerships aren’t just about new technology – they’re about new possibilities. We look for ideas that challenge the norm, enhance the customer experience in ways that feel natural yet transformative, and can scale without adding complexity. Here’s what truly stands out when working with a brand of this scale:

1. Solve a real problem in a way no one else has The most impactful innovations aren’t just improvements; they reimagine how things should work. The best ideas simplify, elevate, and create new moments of engagement.

2. Think beyond efficiency – think experience Airlines run on precision and logistics, but what leaves a lasting impression is how someone feels when interacting with a brand. If your technology enhances that emotional connection, it’s already ahead of the curve.

3. Prove it works at scale A brilliant prototype is one thing; a solution that can handle millions of interactions seamlessly is another. The ability to integrate and scale without friction is what makes an idea business-ready.

4. Understand the brand’s DNA Innovation isn’t about throwing technology at a problem; it’s about making sure it fits within the larger brand vision. A great tech partner doesn’t just offer a product–they offer a perspective that aligns with where the brand is heading.

At Qatar Airways, we believe that the future of airlines is about moving experiences forward. The next great innovation could come from anywhere, and the best partnerships happen when ambition meets opportunity.

All images courtesy Qatar Airways.