With AI influencer Emma: German Tourism Center embarrasses itself

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. To do this, she created the AI ​​influencer Emma. 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 video on Instagram so far 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 protected as an opinion piece by Article 5 of the Basic Law.

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