- The German National Tourist Board has launched an AI travel influencer, Emma
- It is part of the tourism board’s strategy to connect with a tech-savvy audience
- What do YOU think of Emma? Vote in our poll…
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The German tourism board has taken a bold step into the future, but it seems not everyone is on board.
It has launched a digital campaign introducing Emma, an AI-generated ‘travel influencer’ designed to promote the country’s top destinations on social media.
With a polished profile and almost 1,000 followers, she is part of the German National Tourist Board’s strategy to connect with a tech-savvy audience. So far she’s only appeared in one post, but there’s already a response.
Emma’s Instagram debut, below the handle @emmatravelsgermanyshows a perfectly composed AI – designed as an attractive, blonde-haired character with a chic bob – ‘exploring’ the sights of Germany, such as the Brandenburg Gate, and its vineyards and impressive mountains. But instead of inspiring wanderlust, it has infuriated followers who see the AI influencer as a threat to real creators.
Critics flooded the comments section, slamming the tourism board for sidelining human influencers. One user, frustrated by the artificial approach, asked: ‘What about working with real human creators who promote Germany every day?’ Others questioned the authenticity of the campaign, with another commenter stating: ‘This is bad. We have so many great real content creators.”
Germany’s National Tourist Board launched a digital campaign introducing Emma, a perfectly curated AI designed to promote the country’s top destinations on social media – but there was a backlash after just one post
Another wrote: ‘Influencing’ travel is about the nitty-gritty, the little details, the funny stories, the relatable, the backgrounds – not a shiny AI-generated robot that offers little more than a glossy brochure. ‘
Travel influencer ‘dangerousbiz’ stated: ‘No one wants to look at a fake AI person in a fake AI version of Germany for travel tips or inspiration.’ In response, ‘blondwayfarer’ said: ‘Agreed. This is so fake and weird.”
In response, the German tourism board defended its digital brainchild and emphasized that Emma is not here to replace real influencers, but to “complement” their efforts. It boasted of its existing influencer network, which delivered 148 million impressions last year, and assured fans that real, human influencers will remain at the core of its strategy.
Emma is an attractive, blonde-haired character with a chic bob. She has almost 1,000 followers
A travel influencer complained that Emma ‘can’t form a real opinion’
Germany’s National Tourist Board defended its digital brainchild, insisting that Emma is not here to replace real influencers, but to ‘complement’ their efforts
Despite the defenses, users like it @wanderwithred were unimpressed, arguing: ‘It would certainly be better to promote real people in the travel industry than someone who doesn’t exist and can’t form a real opinion!’ The comment received more than 500 likes, highlighting the growing resistance to AI in the influencer space.
It seems that the German National Tourist Board’s attempt to stay ahead has backfired.
Although she hoped Emma would inspire tourists, so far she has only caused controversy.