Meet Emma, Germany's AI travel ambassador

Meet Emma, Germany's AI travel ambassador

October 23, 2024

The German National Tourist Board has created a perky AI avatar named Emma who can suggest travel tips in more than 20 languages – but the real influencers aren't happy. Olivia Palamountain reports

The German National Tourist Board (GNTB) has unveiled its first artificial intelligence influencer. The virtual ambassador, named Emma, has been designed to promote Germany as a travel destination to international audiences around the clock.

Emma, presented as a tech-savvy Berlin resident in her mid-30s, shared travel experiences and inspiration through her Instagram channel @EmmaTravelsGermany.

The AI-generated influencer aims to combine technological innovation with authentic German travel experiences.

Petra Hedorfer, CEO of the GNTB, says this development is part of the organisation's broader digital strategy. "Artificial intelligence applications are an invaluable asset, providing supplementary technological support for our brand communication".

Developed in partnership with agency Startup Creator, Emma utilises advanced deep learning algorithms and large language models to chat with followers in more than 20 languages.

By the end of the year, the AI assistant will be integrated with germany.travel and the GNTB Knowledge Graph, enabling access to real-time tourism data.

The GNTB insists that Emma has been designed to complement the tourism board's existing influencer marketing efforts, which generated 148 million impressions last year.

Emma's role is to optimise travellers' customer journey rather than substitute authentic experiences and personal encounters in Germany, it says.

Yet, rather than inspiring wanderlust, it has enraged followers who see the AI influencer as a threat to real creators, reports The Daily Mail.

Critics have flooded Emma's Instagram comment section, blasting the tourist board for sidelining human influencers. One user, frustrated by the artificial approach, asked, "What about working with real-life human creators that promote Germany on a daily basis?" Others questioned the authenticity of the campaign, with another commenter declaring, "This is bad. We have so many awesome real content creators."

Another wrote: "Travel 'influencing' is about the nitty gritty, the little details, the funny stories, the relatable, the behind-the-scenes – not a glossy AI-generated robot that provides no more than a glossy brochure" (The Daily Mail)

The long-term vision for Emma extends beyond information sharing. The GNTB plans to develop her capabilities to include personalised travel route creation based on individual interests, effectively serving as a virtual travel companion.

Globetrender used the chat function on the GNTB website to glean recommendations from Emma (who speaks English with a cut-glass British accent).

After logging in to the chat, three options were presented: "Cities", "Nature & Activities" and "Experience & Enjoy". Globetrender chose "Cities" and this is what Emma had to say:

48 Hours in Berlin

Berlin is a fantastic choice for a 48-hour trip! Here are some highlights to make the most of your visit:

Day 1

Start with a visit to the Government district and see the iconic Reichstag and Paul-Löbe-Haus.

Take a stroll along the Spree river.

In the evening, head to Prenzlauer Berg and enjoy the vibrant atmosphere of Kastanienallee.

If you're up for more nightlife, Weserstrasse in Neukölln is perfect for drinking and partying.

Day 2

Start your day with a visit to the famous TV tower for a panoramic view of Berlin.

Enjoy lunch and shopping at the beautiful Hackesche Höfe.

Explore Berlin's Museum Island for a dose of culture.

For food lovers, head to Friedrichshain for vegan delights or Kreuzberg for a variety of culinary treats like Donner kebabs and currywursts.

Enjoy your trip and dive into the vibrant life of Berlin!

Comment: "Why do brands keep using AI avatars in all the wrong places?"

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