The Saudi Tourism Authority (STA) recently unveiled Sara, a cutting-edge AI digital human developed to represent ‘Welcome to Arabia’ as a brand ambassador, travel companion, and personal concierge. The authority showcased Sara to visitors as a beta version in the Saudi pavilion at the recent World Travel Market in London.
Utilizing the latest advancements in generative AI, Sara will embody Saudi Arabia’s future-forward approach to tourism. She boldly embraces cutting-edge AI technology to deliver engaging, innovative, and interactive content that drives tourist understanding and engagement. Moreover, she improves the knowledge and understanding of Saudi Arabia as a premier leisure destination.
Life-like interactive experiences
Sara sets a new benchmark as the first digital human travel companion developed for a national tourism board. Unlike basic AI chatbots, Sara provides a human interactive experience that is ahead of any existing technologies and solutions. She responds with intent and contextual understanding, with the ability to remember and learn from previous questions.
Sara combines realistic AI, the rich cultural context of Saudi Arabia, and up-to-date, reliable data to offer visitors an immersive and personal travel experience. By utilizing data-driven personalization and universal integration across the country’s tourism ecosystem, the virtual travel companion simplifies travel planning for any visitor’s journey.
Sara creates personalized itineraries
Sara also uses multilingual generative AI to interact with visitors of Saudi Arabia, proactively asking questions to make relevant suggestions. During the interaction, she can introduce Saudi Arabia’s hidden gems and create itineraries with authentic local experiences.
Sara was designed with a strong emphasis on human-centered principles to resonate with both international and regional audiences. This approach involved deep cultural immersion, where designers and developers worked closely with local communities and cultural experts to capture the essence of life in Saudi Arabia. User feedback also played a crucial role at every stage, guiding the development of features that meet the needs and preferences of diverse visitors.
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