Qatar Airways Cargo has announced a significant expansion of its AI-driven innovation by integrating its digital human assistant, Sama, , into its cargo operations. Originally launched to support passenger services, Sama will now assist customers in the cargo sector, marking a bold step in the airline’s digital transformation journey.
This groundbreaking development will be unveiled at Air Cargo Europe, scheduled from June 2–5, 2025, in Munich, Germany. Visitors and industry professionals will get a firsthand look at how Sama is transforming customer service for freight clients.
Initially introduced to improve the passenger experience, Sama quickly established herself as a smart, responsive, and personable digital assistant. She handled tasks such as bookings, real-time queries, and general customer service interactions, offering travellers a personalised and efficient support experience. With this new development, Sama’s role has expanded to handle cargo bookings, shipment tracking, and logistics-related enquiries , a move expected to significantly improve efficiency and engagement within the freight sector.
“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 will now play a crucial role in facilitating seamless cargo operations. Our goal is to ensure that our clients receive the same high level of service in cargo as they do with our passenger offerings.”
Attendees at Air Cargo Europe will be able to interact with Sama at the Qatar Airways Cargo booth in Hall A2/ Booth 101/202. Live demonstrations will showcase her ability to assist customers with bookings, provide accurate shipment tracking, and resolve air freight service enquiries, all in real time.
This integration is part of Qatar Airways Cargo’s broader commitment to digitalisation, innovation, and customer-centric service. The carrier, which operates a fleet of 28 Boeing 777 freighters and utilises belly-hold capacity from over 230 passenger aircraft, continues to invest heavily in cutting-edge technology and sustainable practices.
Qatar Airways Cargo also leads the way in sustainability through its WeQare initiative, built around the pillars of environment, society, economy, and culture. The addition of Sama into the cargo domain aligns with these values by improving operational efficiency, reducing manual workloads, and ensuring faster service resolution.
With Sama now serving both passengers and cargo clients, Qatar Airways is setting new standards for how AI can drive meaningful transformation across the aviation sector.
