The German National Tourist Board (GNTB) presented the AI influencer Emma. It is intended to advertise Germany as a travel destination online. However, there was a hail of ridicule and criticism online – and quite rightly so. A comment.
The German Tourism Center wants to advertise Germany as a travel destination with AI-generated content. She also has the AI influencer Emma stomped out of the ground. On Instagram and via a chat function, she is supposed to boost the local tourism industry as a brand ambassador in 20 languages. However, there is a hail of ridicule and criticism online – and rightly so.
AI influencer Emma is not an influencer
First of all, Emma, who was chosen by the GNTB as an AI influencer, is simply not an influencer. Because you don’t just appoint influencers on the spur of the moment. You build a reputation. This also applies to AI profiles. A few AI influencers initially started out as avatars and only became influencers over time – perhaps because they touched a nerve.
Things are different with Emma. Her Instagram profile only has around 2,000 followers (as of October 21, 2024). The German Tourism Center is thus reducing the term “influencer” to absurdity. Because the term is not a title that can simply be given to someone without having influenced anyone.
Influencers build their reputation primarily by building trust with their target group – and that doesn’t usually happen overnight. With Emma, the GNTB risks further loss of trust at a time when institutions have already lost trust.
Mockery and ridicule for the German Tourism Center
Meanwhile, there is also criticism on other levels online. Some people complain that the depiction of a young, pretty and blonde woman is too stereotypical, which can definitely be seen that way. Others believe that an AI influencer is simply out of place in the tourism and travel industry. Understandable! Because this industry is all about real and personal experiences.
However, the AI chatbot Emma’s dialogues appear immature. The only one so far Video on Instagram doesn’t seem particularly high quality. Meanwhile, the German Tourism Center counters that Emma is merely an addition to its own classic influencer campaigns.
You can also represent it that way. Especially since it is commendable when institutions try something new when it comes to digitalization and AI. But then the quality and, above all, the external communication should also be right. Because self-proclaimed stars don’t seem particularly credible.
Notice: This post is a comment. This is a journalistic form of presentation that explicitly reflects the opinion of the author and not the entire magazine. The comment does not claim to be objective, but is intended to stimulate the formation of opinions and is considered an opinion piece Article 5 protected by the Basic Law.
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The post With AI influencer Emma: German Tourism Center embarrasses itself by Fabian Peters first appeared on BASIC thinking. Follow us too Facebook, Twitter and Instagram.
As a tech industry expert, I am not surprised by the backlash that the German Tourism Center is facing for using an AI influencer like Emma. While AI technology has the potential to revolutionize various industries, including social media marketing, it is crucial for companies to use it in an ethical and authentic manner.
Using an AI influencer to promote a tourist destination may seem like a novel idea, but it can backfire if not executed properly. Consumers are increasingly seeking authenticity and genuine connections with brands and influencers. By using a virtual influencer like Emma, the German Tourism Center may have inadvertently alienated their target audience and damaged their credibility.
Moving forward, it is important for companies to approach AI influencer marketing with caution and ensure that it aligns with their brand values and resonates with their target audience. Transparency and authenticity should always be prioritized to maintain trust and loyalty among consumers. Ultimately, while AI technology can enhance marketing strategies, it should be used thoughtfully and responsibly to avoid embarrassing missteps like this one.
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