The German National Tourist Board (GNTB) unveiled Emma, an AI-generated avatar, as its new “interactive brand ambassador” to promote tourism in Germany. 

This move accelerates the organization’s digital strategy, but travel industry professionals and social media users have criticized it.

Emma, introduced through a video presentation on October 17, appears as a young, multilingual traveler enthusiastically exploring Germany. The GNTB described her as a “modern, cosmopolitan Berlin resident” in her mid-30s with an affinity for technology and travel.

GNTB CEO Petra Hedorfer noted in a press release that Emma “cannot replace personal experiences and encounters in Germany as a travel destination, but rather optimize the customer journey of travelers in a service-oriented way.” 

The board positions Emma as a complement to their influencer marketing efforts, which generated 148 million impressions on social media channels last year.

The AI avatar, developed for €60,000, expands the GNTB’s AI initiatives. The organization has been using an AI-supported chatbot on its website since 2020 and employs AI in immersive technologies like virtual and augmented reality.

However, the launch of Emma sparks debate within the travel industry. 

Chris Dubin (@packdsuitcase), an American content creator based in Geneva, expressed concern on social media, calling the campaign “disturbing on SO many levels.” Canadian travel blogger Claudia Laroye (@itsclaudiatravels) responded succinctly, “Just nein!”

Critics on Emma’s Instagram feed, which has gained over 1,000 followers, questioned using an AI influencer for travel promotion. Some users noted inconsistencies in Emma’s images, such as a missing finger in one photo.

The GNTB defended its strategy, referring to Emma as an “inaugural AI influencer project” and hinting at future capabilities, including access to real-time data from the GNTB Knowledge Graph.

Industry analysts, such as those at travel news site Skift, question the effectiveness of AI influencers in building audience trust compared to their human counterparts.

This initiative follows a similar attempt by Italy’s tourism ministry, which created an AI-powered “virtual influencer” based on Botticelli’s Venus. That campaign, however, has seen limited engagement on social media.

A recent survey by The Influencer Marketing Factory reveals that 36% of respondents believe AI and virtual influencers should disclose their non-human nature in their social media profiles and bios.

Regarding trust and purchasing behavior, 15% of respondents rate their trust in products advertised by virtual influencers at 7 out of 10. While 43.5% have never purchased based on a virtual influencer’s recommendation, 27% indicate they may do so.

The report highlights that 33.5% of respondents believe virtual influencers would most effectively promote technology and gadget products.