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Germany‘s tourism board has taken a bold step into the future – but it seems not everyone is on board.
It has launched a digital campaign that introduces Emma, an AI-generated ‘travel influencer’ designed to promote the country’s top destinations on social media.
With a polished profile and nearly 1,000 followers, she is part of the German National Tourist Board’s strategy to engage with a tech-savvy audience. So far, she’s only appeared in one post – but already there’s a backlash.
Emma’s Instagram debut, under the handle @emmatravelsgermany, shows a perfectly curated AI – designed as an attractive, blonde-haired character with a chic bob – ‘exploring’ Germany’s landmarks, such as the Brandenburg Gate, and its vineyards and dramatic mountains. Yet, rather than inspiring wanderlust, it has enraged followers who see the AI influencer as a threat to real creators.
Critics flooded the comment section, blasting the tourist board …