Study Shows Travelers Are Worried About AI-Generated Reviews and Marketing

A new study released by Icelandair reveals growing consumer mistrust regarding artificial intelligence (AI) in the travel industry, with more than three-quarters of surveyed travelers expressing concerns about fake or AI-generated reviews.

According to the survey, 78% of respondents worry about the authenticity of reviews when researching travel destinations, services and experiences. Additionally, 33% of those surveyed report feeling deceived by travel listings due to edited or misleading imagery.

“We believe real experiences, captured by photographers and locals, resonate more with travelers and help set accurate expectations compared to something that has been created by AI,” said Bogi Nils Bogason, CEO of Icelandair. “While this type of technology certainly has a place in the industry, it’s crucial to preserve the human element of travel and encourage in-person exploration, because nothing can beat the real thing.”

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The research indicates that AI’s prominence in tourism marketing may be backfiring with consumers. The study found that 56% of U.S. travelers agree that AI-generated images make them more hesitant to trust a listing.

Further findings show that only 19% of travelers would book trips, accommodations or experiences if they knew the main promotional images were AI-generated. Nearly half (48%) of respondents cited reviews that are “too good to be true” as deal-breakers when evaluating travel options.

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Despite concerns, some travelers are embracing AI for planning purposes, with 12% of Americans using AI chat tools to develop itineraries or find travel inspiration. However, consumer sentiment regarding AI use in destination marketing remains divided, with 16% of U.S. respondents supporting its use and 52% opposing it.

In response to these findings, Icelandair has launched a campaign featuring open letters through billboards, digital, social and print media channels, urging AI companies to stop creating misleading images of Iceland and instead promote the country through authentic imagery and real-life experiences.

Editor’s Note: This article was generated by AI, based on a press release distributed by Icelandair. It has been fact-checked and reviewed by a TravelAge West editor.