‍DALLAS — Icelandair (FI) has published research on the impact of artificial intelligence (AI) on the travel and tourism industry. In a recent airline survey, 78% of respondents expressed concern about fake or AI-generated reviews when researching travel destinations, services, and experiences. Additionally, 33% of respondents felt that travel listings had deceived them due to edited or misleading imagery.

With GPT‑4o latest image generation version excelling at accurately rendering text in its image creation and “transforming uploaded images or using them as visual inspiration,” FI’s worry seems legitimate. “We believe real experiences, captured by photographers and locals, resonate more with travelers and help set accurate expectations compared to something that has been created by AI,” said Bogi Nils Bogason, CEO of Icelandair. 

“While this type of technology certainly has 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. Take Iceland for example, what you see is what you get. Authenticity and transparency are fundamental elements of our culture, and our aim is to lead the way in showcasing its real, authentic beauty – helping travelers make informed and confident decisions.” 

The airline asserts that AI is becoming increasingly significant in promotional tourism materials. Consequently, FI’s study emphasizes the “potential drawbacks of relying too heavily on online information and images when booking trips.” Sixty percent of U.S. travelers agree that using AI-generated images in marketing makes them” more skeptical about trusting a listing,” and many call for a return to authentic, genuine imagery.  

Other Key Takeaways from the Findings 

• Only 19% of travelers would still book trips, services, accommodations, or experiences if they knew the main promotional images were AI-generated 
• 48% of respondents said reviews that are “too good to be true” are no-goes when evaluating travel listings 
• When it comes to using AI to help you plan your trips, 12% of Americans use AI chat tools to develop itineraries or inspire travel 
• 16% of respondents in the U.S. feel that destinations should be allowed to use AI to enhance their marketing and tourism, while 52% feel it should not be allowed 

In light of this research's results, and at a time when AI and digital manipulation are becoming increasingly prevalent, Icelandair is advocating for authentic experiences that showcase the stunning beauty and resilient spirit of Iceland. 

Icelandair has sent a series of open letters via billboards, digital platforms, social media, and print channels to AI companies, urging them to stop creating misleading images of Iceland and instead to showcase the country's authentic beauty through real imagery and genuine experiences. 

Learn more about FI’s ”This is not AI” here.”

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