Malaysia Airlines introduces AI-powered cabin crew in digital push

Malaysia Airlines has unveiled MAYA, its first-ever AI-powered cabin crew, marking a milestone in its push to blend hospitality with digital innovation. Positioned as the first of its kind in the Asia-Pacific region, MAYA made her debut at the Malaysia Airlines Pavilion during the MATTA Fair held from 5 to 7 September 2025 at MITEC Kuala Lumpur.

MATTA Fair visitors were among the first to interact with MAYA, who appeared inside a hologram box and fielded questions about Malaysia Airlines and its destinations. Travellers quizzed her on routes, onboard experiences, and travel recommendations, with the activation designed to offer an immersive and intuitive form of engagement.

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MAYA’s name, the airline said, is inspired by Malaysia’s cultural heritage, carries undertones of grace and aspiration while symbolising innovation. The brand further added that she represents its mission to bring “Malaysian hospitality” into the digital era, reflecting warmth, intelligence, and emotional connection in a lifelike, digital form.

The virtual cabin crew was also announced on social media five days ago. Although the post garnered over 8,000 likes on Instagram, more than 670 likes on TikTok, and some 6.2 million views on YouTube, MAYA has drawn in mixed reactions in the comment sections. Over on YouTube, amidst a fair number of positive comments, some brought up the AI crew's unnatural looks, and another user criticised the use of something that lacks soul for "a role that uses heart and soul as its biggest selling point". 

Over on Instagram, just a number of "no AI" meme GIFs were dropped, and some thought it was better if the airlines focused on upgrading its website and app instead. However, the positive comments abounded, and many complimented MAYA's beautiful looks. One user even pitted her against AirAsia's old AI chatbot AVA, with the comment: "MAYA 1-0 AVA". 

The launch ties into Malaysia Airlines’ 2025 global campaign, Time For, which encourages travellers to rediscover the joy of exploration. According to Dersenish Aresandiran, chief commercial officer of airline business, MAYA’s introduction is part of the airline’s broader “commercial elevation” strategy, aligning with group managing director Datuk Captain Izham Ismail’s ambition for global marketing dominance and the goal of being ranked among the world’s top 10 airlines by 2030.

Beyond her debut at MATTA Fair, MAYA will gradually be introduced across multiple touchpoints, including campaigns, premium advertising, global events, and digital platforms. Malaysia Airlines said she will continue to evolve over time, shaped by ongoing feedback and interaction, as the airline experiments with ways to integrate her into customer journeys.

Malaysia Airlines views MAYA not just as a technological showcase, but as a step toward humanising digital innovation in travel. “Her presence is a reflection of how we see the future of travel that is personal, emotionally resonant, and centred on meaningful human connection,” the airline said.

Within the comments section of Malaysia Airline's unveiling post, Sama, the virtual cabin crew of Qatar Airways with a following of over 123K, welcomed MAYA, saying she had been "hanging out alone in the digital skies for a while," and that she was happy to see new friends joining the adventure.

Sama, who was introduced in January this year, is positioned as more of an AI social media influencer cabin crew, who showcases her work and her travels on Instagram, while sharing travel tips and PSAs about flying with the airline. She's also a virtual assistant on Qatar Airways' website, who can handle flight bookings and promo code applications via voice chat. 

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