The Saudi Tourism Authority has launched SARA, an innovative AI-powered digital human, to redefine travel experiences in the Kingdom. Presented as a brand ambassador, travel companion, and personal concierge, SARA marks a groundbreaking move in the tourism industry.
A Global First
Saudi Arabia claims SARA is the first AI digital human travel companion developed for a national tourism board. She was showcased as a beta version at the Saudi Pavilion during the World Travel Market (WTM) in London, highlighting the Kingdom’s commitment to cutting-edge technology in tourism.
What Sets SARA Apart?
Unlike standard AI chatbots, SARA leverages advanced generative AI to deliver:
• Interactive Engagement: She understands context, intent, and adapts through learning from user interactions.
• Cultural Immersion: Portrayed as a young Saudi national, SARA embodies the spirit of Saudi hospitality and curiosity, offering a glimpse into the country’s vibrant culture.
• Personalized Experiences: Designed using human-centered principles, SARA provides tailored recommendations, from exploring the ancient ruins of AlUla to shopping in Jeddah’s bustling markets.
Strategic Vision
SARA is part of Saudi Arabia’s broader strategy to enhance digital tourism, attract global travelers, and offer seamless, culturally immersive experiences. By merging AI technology with the Kingdom’s rich heritage, Saudi Arabia aims to set a new benchmark for smart tourism.
This initiative underscores the nation’s dedication to innovation and hospitality, aligning with its vision of becoming a global travel destination.
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