The Saudi Tourism Authority (STA) has introduced an innovative AI-powered digital human, named SARA, as part of its ‘Welcome to Saudi Arabia’ campaign at the World Travel Market in London, held from November 5-7, 2024.
Currently in its beta phase, SARA is designed to serve as a brand ambassador, travel companion, and personal concierge. Powered by the latest advancements in generative AI, she aims to transform how travelers experience Saudi Arabia. By offering engaging, interactive content, SARA enhances the understanding of Saudi culture and attractions, aiming to position the country as a leading holiday destination.
SARA stands out as the first-ever digital human travel companion created by a national tourism board. Unlike basic AI chatbots, SARA provides a more advanced, life-like interactive experience. She responds with intent and contextual understanding and is capable of remembering past interactions to make future conversations more personalized.
Combining realistic AI with rich cultural context, SARA uses real-time, reliable data to offer a tailored travel experience. With her multilingual capabilities, she interacts with visitors, asking proactive questions to offer personalized recommendations and create customized itineraries. Throughout the conversation, SARA introduces travelers to Saudi Arabia’s hidden gems and authentic local experiences.
SARA’s design is rooted in Saudi Arabia’s rich heritage. She embodies the country’s hospitality and curiosity, having explored everything from the historical ruins of AlUla to the bustling markets of Jeddah. Developed with a human-centered approach, SARA was created through collaboration with local communities and cultural experts to ensure an authentic representation of Saudi life.
As a travel companion, SARA exemplifies Saudi Arabia’s forward-thinking tourism strategy, blending cutting-edge AI technology with the nation’s cultural richness to offer an immersive and personalized journey for visitors.
