UK/SAUDI ARABIA. The Saudi Tourism Authority (STA) has unveiled an innovative AI-powered digital human as part of its ‘Welcome to Saudi Arabia’ campaign at the World Travel Market in London, held 5-7 November.
Named SARA, this cutting-edge concept is currently in its beta phase and is set to serve as a brand ambassador, travel companion and personal concierge.
Powered by the latest generative AI advancements, SARA reflects Saudi’s forward-thinking tourism strategy. She delivers engaging, innovative and interactive content to deepen travellers’ understanding of Saudi Arabia, enhance engagement and elevate its status as a leading holiday destination.
SARA raises the bar in tourism as the first digital human travel companion developed by a national tourism board.
Compared to basic AI chatbots, SARA offers what is described as the most advanced life-like interactive experience. She responds with intent and contextual understanding, with the ability to remember and learn from previous questions.
SARA blends realistic AI with rich cultural context and real-time, reliable data to provide an immersive and personalised travel experience.
Through AI, SARA serves as both a travel companion and personal concierge, equipped with multilingual generative AI to interact with visitors and ask proactive questions to make personalised recommendations.
Throughout the conversation, SARA introduces Saudi Arabia’s off-the-beaten-path destinations and creates customised itineraries featuring authentic local experiences.
SARA’s backstory
SARA is a digital human with a backstory that resonates with users. Designed to reflect Saudi Arabia’s heritage, she embodies hospitality and curiosity, having explored everything from AlUla’s ruins to Jeddah’s markets.
SARA was developed with a human-centered approach to connect with both international and regional audiences. The design process involved deep cultural immersion, with designers and developers working closely with local communities and cultural experts to ensure an authentic representation of Saudi life.
Continuous user feedback shapes her features to meet the needs and preferences of diverse visitors. ✈
