Saudi Arabia launches first AI human travel companion ‘SARA’

The Kingdom of Saudi Arabia’s Tourism Authority recently launched SARA, a cutting edge artificial intelligence (AI) digital human, to serve as a brand ambassador, travel companion, and personal concierge for Kingdom’s tourism.

The Kingdom has claimed that



SARA is the first digital human travel companion developed for a national tourism board, setting a new standard in the industry.

The tourism authority showcased SARA to visitors as a beta version in the Saudi Pavilion at the World Travel Market (WTM) in London.