Icelandair has published industry research findings about the pervasive impact that artificial intelligence (AI) has had on the travel and tourism industry. Seventy-eight percent of respondents to a recent survey shared that they worry about fake or AI-generated reviews when researching travel destinations, services, and experiences. Furthermore, 33 percent of respondents felt they have been deceived by travel listings due to edited or misleading imagery. 

“What you see is what you get in Iceland – authenticity and transparency are fundamental elements of our culture,” says Bogi Nils Bogason, CEO of Icelandair. “Therefore, our aim is to lead the way in showcasing the real, authentic beauty of Iceland and the other destinations in our network, helping travelers make informed and confident decisions. We believe that real experiences, captured by photographers and locals, resonate more with travelers and help to set accurate expectations. While AI and [similar] technology certainly have a place in the industry, it’s crucial to preserve the human element of travel, and encourage in-person exploration, because nothing can beat the real thing.”

With AI playing an increasingly prominent role in the tourism industry, Icelandair is highlighting the potential downsides of relying too heavily on online information and images when booking trips. According to the survey, 56 percent of US travelers agree that the use of AI-generated images in marketing makes them more hesitant to trust a listing, and many are calling for a return to real, genuine imagery.

Other key takeaways from the survey include: 

• Only 19 percent of travelers would still book trips, services, accommodations, or experiences if they knew the main promotional images were AI-generated.
• Forty-eight percent of respondents said reviews that are “too good to be true” are no-go’s when evaluating travel listings.
• When it comes to using AI to help you plan your trips, 12 percent of Americans use AI chat tools to develop itineraries or inspire travel.
• Sixteen percent of US respondents feel that destinations should be allowed to use AI to enhance their marketing and tourism, while 52 percent feel it should not be allowed.

Following the results of this research, and at a time when AI and digital manipulation are becoming increasingly prevalent, Icelandair is taking a stand for unfiltered experiences that showcase the breathtaking beauty and resilient spirit of Iceland.  

Icelandair has sent a series of open letters through billboards, digital, social, and print media channels to AI companies, encouraging them to stop making misleading images of Iceland and instead showcase the authentic beauty of the country through real imagery and real-life experiences.

To help you experience the unfiltered beauty of Iceland, Icelandair is offering a special package that lets you dive into Iceland as it truly is. You can find more details about the package here.

To learn more about the “This is not AI” campaign, visit icelandair.com or follow Icelandair on social media. The real Iceland is waiting.