This is the reality we are currently navigating.
The rise of artificial intelligence is transforming various aspects of travel, from curating trips to assisting airlines with ticket pricing. One unexpected manifestation of AI in this realm is the emergence of AI travel influencers. A notable example is Emma, an AI travel influencer launched by the German National Tourism Board (GNTB).
What is the purpose of this AI bot? Emma allows users to chat and receive travel recommendations for Germany. The GNTB has been utilizing AI chatbots since 2020, and they are not alone; companies like Booking.com and TripAdvisor also employ similar technology. What sets Emma apart is her distinct personality—she is portrayed as a Berlin resident in her mid-30s who loves to travel, and she has her own account dedicated to promoting Germany as a destination.
On her website, Emma introduces herself and links to her Instagram profile, stating, “Whether it’s vibrant cities, cultural highlights, or impressive natural landscapes in Germany, I’ll show you the many facets of this country and provide you with the best travel tips.”
On Instagram, Emma is depicted reading a book, and her captions provide a backstory, making her seem more relatable. She shares recommendations for her favorite spots, posts itineraries for travelers heading to Hamburg, and even shares personal stories—albeit fictional, as she is not a real person.
Emma’s profile explicitly thanks followers for their comments and clarifies that she’s 100% AI-generated, not just animated. She states, “My goal is to showcase the beauty of Germany in a creative way and provide helpful information, without replacing real human experiences or the amazing work of influencers and content creators.”
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However, human influencers have expressed skepticism about Emma’s existence and purpose. Her introductory post received significant backlash, with photographer and model Kelsey Johnson questioning how a fake person in a fake place inspires people to travel. Johnson, who has 209,000 followers on Instagram, was not alone in her criticism. Hamburg-based influencer Hannah Teslin, with 113,000 followers, suggested that the GNTB should collaborate with real influencers instead of creating an AI persona: “How about a real influencer who promotes Germany all the time? Hi.”
A more pressing concern is how the public perceives AI influencers. Despite Emma’s profile clearly stating that she is an AI travel companion, her posts often feel human-like. The idea of an AI promoting services and experiences raises questions, as an AI cannot genuinely experience train journeys, culture, or cuisine.
The GNTB has stated that Emma will play a key role in their digital communication strategy but will not replace their existing influencer marketing efforts. “By working with ‘traditional’ influencers, we were able to generate 148 million impressions on their social media channels last year. The GNTB’s AI strategy uses technological innovations which, however, cannot replace personal experiences and encounters in Germany as a travel destination, but rather optimize the customer journey of travelers in a service-oriented way,” said Petra Hedorfer, CEO of the GNTB, in a statement.
Is the Future Artificial?
Emma isn’t the only AI-powered influencer who’s promoting products and services. There are plenty of human-like avatars that are blurring the boundaries of what’s real and what’s not. Take Spain’s Aitana Lopez, for example. The model created by Rubén Cruz of the agency The Clueless brings home up to €10,000 per month ($10,530) with her brand endorsements and deals. Her Instagram bio clearly states that she’s an AI influencer, but if you miss that, it’d be difficult to decipher that the pink-haired woman is not a real human. Ask the celebrities who have DMed to ask out the 25-year-old.
There is Imma in Japan and Miquela in L.A. And then there are thousands of AI influencers on Instagram who are stealing identities of real models and adult content creators and making money off AI-generated content. This trend complicates the landscape for real influencers, making it harder for them to monetize their work while inundating young audiences with unrealistic, lifelike images.
The rise of AI also brings new challenges, including the emergence of AI-assisted travel scams. Users are leveraging tools like ChatGPT to draft deceptive emails, leading to financial fraud. Marnie Wilking from Booking.com reported to the BBC that phishing scams have surged since the launch of AI platforms.
As technology evolves rapidly, laws and regulations struggle to keep pace. Even when they do, the effectiveness of such measures remains uncertain. This is the reality we are currently navigating.
