Why Qatar Airways is making its customers the stars with AI-powered brand storytelling

Notably, the brand is doing that through personalized digital storytelling. Not just the kind of personalization that we often talk about in terms of relevant words and images. The airline’s new ‘AI Adventure’ ad isn’t just something viewers can watch, it’s something they become a part of – literally.

In a first for the airline industry, the ad allows viewers to have their face (and their friend’s) seamlessly swapped with that of the lead characters in the story narrative, as they embark on a global adventure – all without having to leave their homes.

“The film was designed to inspire wanderlust through subtle, emotive storytelling. But it’s not just about telling a story; it’s about making people part of the story,” says Babar Rahman, senior vice-president of marketing and corporate communications at Qatar Airways. “The focus here is on creating an experience. We wanted people to engage with the film in a way that felt organic, like they were watching a short movie. And then, we surprised them by offering them the chance to be part of the story.”

A new kind of brand engagement

The user experience itself is simple and effective – accessed on a microsite via QR code. Upload your photo, let AI work its magic, and within minutes, you’re starring in a sleek Qatar Airways travel film – primed and ready for sharing across social media; the mobile-first design making it easier to engage and share, fueling its potential to go viral.

“It’s all about making it as easy as possible for people to participate and share their videos,” said Rahman. “We’re confident that once people try it, they’ll want to tell their friends about it.”

It’s more than a clever marketing trick. By letting customers interact with the brand on such a personal level, Qatar Airways is inviting them to build a relationship with the airline in a way that feels both fun and engaging. And it’s a strong example of how emotive storytelling can be elevated through tech.

Of course, Qatar Airways is no stranger to tech-driven marketing innovation. From its immersive virtual experience platform Qverse to digital human AI cabin crew Sama, the brand’s mission is to merge cutting-edge technology with compelling brand storytelling and experiences to create deeper, more meaningful connections with its customers.

While lots of brands have dabbled in personalization before, Qatar Airways takes it to another level. This isn’t just a user’s name on a product or a customized email – it’s about giving people the power to see themselves in the brand’s core story. “It’s about using technology to bring people closer to the brand in a way that feels personal and real,” says Rahman.

Innovation that serves the customer

While the campaign is a creative way to build brand awareness, Qatar Airways is quick to emphasize that the focus is always on the customer. “We’re not using tech just for the sake of it,” says Rahman. “There’s a real purpose behind everything we do. We’re using innovation to enhance the customer experience, not just to show off what AI can do.”

By allowing people to personalize the ad and see themselves within the brand’s narrative, Qatar Airways is underscoring its commitment to customer-first storytelling – a savvy approach in an era where personalization and customer engagement are key to brand loyalty.

With the campaign now live, Qatar Airways plans to roll out additional short-form content on digital platforms, further pushing its innovative take on brand storytelling. Influencers will continue to share their personalized videos, and TV spots are already on air, extending the reach of the campaign even further.

But the real win here isn’t just awareness – it’s how the campaign turns passive viewers into active participants. By putting the customer at the center of the story, Qatar Airways not only creates buzz but also strengthens its connection with its audience – setting a new standard for brand storytelling in the digital age.

Check it out for yourself and become the star of Qatar Airways’ brand storytelling here: flyqatar.com