Skift Take
Germany aspires to set the standard for AI’s future in destination marketing. However, we wonder whether Germany’s new AI influencer can actually build an audience and earn their trust. Those tasks are challenging even for humans.
In an innovative leap into the future of travel marketing, Germany has introduced its first AI-generated travel influencer, named “Emma.” Launched by the German National Tourist Board, Emma is designed to inspire potential visitors and serve as an interactive brand ambassador for the country. With her blonde hair, youthful appearance, and Berlin residency, Emma embodies a modern, cosmopolitan persona that aims to resonate with a diverse audience.
Emma’s visual design was carefully crafted to project authenticity and trustworthiness. According to a spokesperson from the German National Tourist Board, her look incorporates elements of German culture and architecture, blending contemporary fashion with iconic German designs. This thoughtful approach aims to make Emma not just a digital entity but a relatable figure that potential travelers can connect with.
Emma’s role extends beyond mere representation; she actively engages with users through her Instagram account, @EmmaTravelsGermany. Here, she shares videos and images of her adventures, along with travel tips. Emma is equipped to respond to comments and engage in text conversations on the tourism board’s website, showcasing her ability to communicate in over 20 languages and be available around the clock. This level of accessibility is powered by advanced deep learning algorithms and large language models, positioning Emma as a cutting-edge tool in destination marketing.
Testing New Tech
Petra Hedorfer, CEO of the German National Tourist Board, emphasized the significance of Emma’s launch as a step forward in their digital strategy. “Emma can act as an innovative bridge builder between potential travelers and real, unforgettable experiences in Germany, starting from the inspiration phase,” she stated. This reflects a broader trend in tourism where technology is increasingly integrated into the customer journey.
Developed in collaboration with the agency Startup Creator, Emma is envisioned to evolve from a simple information source into a personalized travel companion. The long-term goal is for her to provide tailored travel itineraries based on users’ individual preferences and interests, enhancing the overall travel planning experience.
Emma as Brand Ambassador
Emma is not just a digital influencer; she is positioned as a key representative for Germany in the global tourism industry. The German National Tourist Board sees potential partnerships with major hotel chains, airlines, and travel agencies, allowing Emma to offer exclusive travel deals and experiences. This strategy aims to establish her as a prominent figure in promoting German tourism while facilitating unique travel experiences for visitors.
However, the journey to fully realize Emma’s potential may take time. Initial interactions with Emma revealed that her responses were somewhat basic. For instance, when asked for a day itinerary in Berlin, she provided a brief suggestion that lacked depth. Nevertheless, the tourism board reassured users that Emma’s capabilities would improve over time through continuous machine learning. They anticipate that she will eventually be able to respond to users’ emotional needs and adjust recommendations based on travelers’ moods and preferences.
By the end of the year, Emma is expected to access real-time data from the tourism board’s open data project, GNTB Knowledge Graph, further enhancing her ability to provide relevant and timely travel information.
Replacing Humans with AI Influencers
The introduction of Emma has sparked discussions about the role of AI in content creation and influencer marketing. Some users on Instagram expressed concerns that Emma’s presence might overshadow human content creators. One user commented, “It would definitely be better to promote real-life people who exist and can form real opinions!” This sentiment highlights the ongoing debate about the value of human connection in marketing.
In response, the German National Tourist Board clarified that they do not intend to replace human influencers. They recognize the importance of authentic and emotional connections that human creators foster and view Emma as a complementary addition to their existing influencer network. Last year, this network generated an impressive 148 million impressions on social media, underscoring the effectiveness of human influencers in reaching audiences.
AI’s Growth in Destination Marketing
Emma’s launch comes at a time when destination marketing organizations are increasingly investing in generative AI technologies. For instance, Brand USA recently appointed Janette Roush as its first chief AI officer, tasked with leading AI strategy and innovation initiatives. This move reflects a growing recognition of AI’s potential to enhance consumer promotion and engagement in the tourism sector.
As destinations explore the capabilities of generative AI, the focus is shifting from generic travel recommendations to personalized itineraries. Barry Rogers, head of the Dublin City Tourism Unit, noted that while the transition may be gradual, the impact of AI on travel planning is inevitable. Partnerships, such as the one between Dublin City Council and OpenAI to develop AI-powered itineraries, illustrate the potential for AI to transform the travel experience.
As Germany embarks on this ambitious journey with Emma, the tourism industry watches closely to see how AI can reshape the landscape of destination marketing and traveler engagement.