Qatar Airways has launched a pioneering new global campaign that puts passengers at the heart of their story using state-of-the-art AI technology. In a first for the airline industry, the “AI Adventure” campaign allows users to insert themselves into an immersive, rom-com-inspired film, making them the stars of a high-flying, globe-trotting adventure.
This innovative campaign, created in partnership with McCann Worldgroup, highlights Qatar Airways’ commitment to delivering unparalleled, personalised experiences for its customers. By using advanced AI technology, the airline offers users the chance to upload their image and see themselves transformed into the film’s leading character. Facial features and skin tones are accurately reflected, ensuring a highly customised experience. The campaign invites viewers to select different scenes, making the interactive experience even more engaging.
Qatar Airways Group Chief Executive Officer, Engr. Badr Mohammed Al-Meer, stated: “At Qatar Airways, we go beyond simply meeting customer expectations – it’s about anticipating their needs and crafting experiences that resonate on a personal level. The launch of this new brand campaign is a true testament to this ethos and our dedication to superior customer experiences.”
Though groundbreaking, the campaign’s AI features come with a long user agreement, granting Qatar Airways the “perpetual, non-revocable, sub-licensable right to use, reproduce, modify and create derivative works” of the personalised film. Despite this, the campaign is generating buzz, as it pushes the boundaries of AI-enabled marketing.
The airline’s Chief Commercial Officer, Thierry Antinori, said, “Our latest campaign not only showcases the innovative spirit driving our brand but also encapsulates our customer-centric approach, helping to turn every journey into an adventure. There’s no limit to how far a dream can take you.”
The AI-generated film follows a classic love story as star-crossed travellers overcome obstacles to be reunited. Users can interact with the storyline, making it their own as they navigate various exotic destinations. Qatar Airways has designed the experience to demonstrate the potential of AI technology to transform advertising into something highly personal and immersive.
Qatar Airways Senior Vice President of Global Marketing & Corporate Communications, Babar Rahman, added, “With this latest campaign, we have been able to encapsulate our vision as an industry leader in innovation. Crafting an immersive brand experience where everyone can be the star allows us to create uniquely personalised connections with our audiences, ensuring every moment is unforgettable.”
The campaign, launched on September 9, 2024, is available to experience at flyqatar.com and the Qatar Airways YouTube channel.
Qatar Airways continues to set itself apart as a global leader in the airline industry. The carrier recently won the ‘World’s Best Airline’ award for an unprecedented eighth time at the 2024 World Airline Awards. The AI campaign reflects Qatar Airways’ commitment to maintaining its reputation for excellence, innovation, and customer-focused experiences.
