A new study by Tui Musement has revealed most consumers cannot tell artificial from real travel photos, as the tourism giant explores ethical AI implementation in marketing. Olivia Palamountain reports

Most consumers are unable to tell the difference between AI-generated and real travel images, according to new research from Tui Musement that highlights challenges around artificial intelligence in tourism marketing.

The study of 1,200 adults across Germany, Spain and the UK found significant disparities in confidence levels, with 22% of UK participants claiming they could "easily distinguish" between AI and real images, compared to just 9% in Germany and Spain. However, actual tests revealed all groups struggled with accurate identification.

While AI-generated images were twice as likely to spark curiosity, the research showed they could negatively impact consumer trust, particularly among Spanish respondents, Baby Boomers and women. UK participants, Generation Z, younger Millennials and men displayed more positive attitudes. "As AI evolves, it presents opportunities for the travel industry to enhance customer engagement. However, the importance of ethical AI deployment is paramount, and this type of research is key to understanding how best to integrate advanced technology while maintaining customer confidence," says Peter Ulwahn, CEO of Tui Musement.

The study found 88% of respondents prefer a mix of professional photography and authentic user-generated content when making travel purchases online.Tui currently does not use AI-generated destination images on its platforms, though it employs AI technology to manage its database of 35 million hotel and room photos through automated classification and filtering.

The research, conducted by Appinio in June 2024, comes as Tui develops its ethical AI implementation strategy, with potential future applications including personalised descriptions and interactive travel advice.

Can you tell which of these images is real and which is AI-generated?