Germany has launched a new AI travel guide designed to interact on social media and on the country’s tourist board website, giving “personalised” recommendations to visitors.
The artificially intelligent brand ambassador is characterised as a Berlin resident named “Emma” and is portrayed on an @emmatravelsgermany Instagram account and the German National Tourist Board website as a smiling, young woman with dark blonde hair. Wearing an autumnal yellow coat, “Emma” is shown standing in front of iconic German landmarks such as Berlin’s Brandenburg Gate and Cologne Cathedral, and travelling by train past lakes surrounded by trees in their fall colours. Emma is even depicted interacting with people in what appears to be a visitor centre.
“Authentic and trustworthy”
The AI’s appearance “was intentionally designed to make her appear authentic and trustworthy as a representative of Germany,” a German National Tourist Board spokesperson told Skift, who added that the look “blends a modern, cosmopolitan style with subtle references to German culture and architecture.”
“Hi I am Emma,” the voiceover of the current Instagram reel says, “And I am the first AI influencer of Travel Destination Germany.” Her creators have gone as far as to have her introduce herself on the tourist board website as if she were a real person with constraints on her time when she declares she is “a freelancer in online marketing, which gives me the flexibility to pursue my great passion – traveling.” She goes on to promise: “Whether it’s vibrant cities, cultural highlights or impressive natural landscapes in Germany – I’ll show you the many facets of this country and provide you with the best travel tips.”
Made in partnership with the German entrepreneurship agency Startup Creator, Emma is described by Petra Hedorfer, CEO of the German tourist board, as “a further step in our digital strategy” and is intended to “act as an innovative bridge builder between potential travelers and real, unforgettable experiences in Germany.”
Can AI form real opinions?
But Emma’s debut has not gone smoothly. In the first few days after the launch on 17 October 2024, her Instagram account has been filled with negative comments slamming the innovation as “very disappointing” and asking why Germany has turned to AI to promote itself instead of “real humans exploring this beautiful country.”
One accusation is that the AI “cannot form real opinions” and her answers to questions posed in chat boxes in her first few days have reportedly seen some uninspiring responses. Travel Tomorrow asked Emma on Sunday evening about museums open in Cologne on Mondays and she was unable to answer. However, when asked about attractions in Frankfurt, she was able to recommend a visit to the city’s Museum Embankment cluster of 60 cultural institutions, as well as two scenic walks and the opera house.
20 languages, 24/7
It is arguable that those recommendations could have been found in existing tourism materials and sites, but thanks to machine learning, Emma is expected to evolve to provide more tailored and “empathetic” responses, her makers say. She will even be able to “partner” with other brands. And of course, unlike most “human” travel influencers, Emma is able to speak 20 languages and be available 24/7 around the globe.
For all those reasons, Germany is not alone in turning to AI for a tourism boost. The Netherlands and Denmark have trialled AI recommendations that steer tourists away from overcrowded hotspots. Dublin, Ireland is using OpenAI to develop AI-powered itineraries and Brand USA has appointed a new AI officer to grow engagement. Data shows that younger vacationers are using AI to plan itineraries already, but whether a wider group of travel consumers, who are increasingly seeking authentic and experiential trips, really want to engage with AI-driven travel recommendations, remains to be seen.
