- Germany’s National Tourist Board has launched an AI travel influencer, Emma
- She is part of the tourism office’s strategy to engage with a tech-savvy audience.
- What do you think of Emma? Vote in our poll…
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Germany’s tourist board has taken a bold step into the future, but it seems not everyone agrees.
It has launched a digital campaign featuring Emma, an AI-generated ‘travel influencer’ designed to promote the country’s top destinations on social media.
With a refined profile and almost 1,000 followers, it is part of the German National Tourist Board’s strategy to attract a tech-savvy audience. So far it has only appeared in one publication, but there are already negative reactions.
Emma’s debut on Instagram, under the handle @emmatravelsgermanyfeatures a perfectly curated AI, designed as an attractive blonde-haired character with a sleek bob, “exploring” Germany’s iconic landmarks such as the Brandenburg Gate, its vineyards and its spectacular mountains. However, instead of inspiring wanderlust, it has angered followers who see the AI influencer as a threat to real creators.
Critics flooded the comments section, slamming the tourism office for leaving out human influencers. One user, frustrated by the artificial approach, asked: “How about we work with real-life human creators who promote Germany on a daily basis?” Others questioned the authenticity of the campaign, with another commenter declaring: “This is bad.” “We have so many amazing real content creators.”
Germany’s National Tourist Board launched a digital campaign featuring 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: “Travel ‘influence’ is about the essentials, the small details, the fun stories, the relatable, the behind-the-scenes, not some shiny AI-generated robot that provides nothing more than a glossy brochure.”
Travel influencer ‘dangerousbiz’ stated: “No one wants to see a fake AI person in a fake version of Germany for travel tips or inspiration.” In response, ‘blondwayfarer’ said: ‘Okay. This is so fake and strange.’
In response, the German tourist board defended its digital creation, insisting that Emma is not here to replace real influencers but to “complement” their efforts. It boasted about its existing influencer network, which garnered 148 million impressions last year, and assured its fans that real human influencers remain at the center of its strategy.
A travel influencer complained that Emma “can’t form real opinions”
Germany’s National Tourist Board defended its digital creation, insisting that Emma is not here to replace real influencers but to “complement” their efforts.
Despite its defense, users like it @wanderwithred They were unimpressed and argued: ‘It would definitely be better to promote real people in the travel industry than someone who doesn’t exist and can’t form real opinions!’ The comment racked up over 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 may have failed.
While I hoped Emma would inspire tourists, so far she has only inspired controversy.
