Emma, ​​an AI influencer promotes travel. A German institution under fire

Influencerka wygenerowana przez AI promuje podróże po Niemczech

A German institution promoting tourism has faced heavy criticism after it outsourced tasks to a virtual character, Emma. Real bloggers and Internet users are not impressed.

There has been a media storm in Poland in recent days in connection with the experiment at OFF Radio Kraków. Currently, the station’s programs are hosted by three presenters generated by artificial intelligence – on the radio’s website you will even find their biographical notes and photos. The most controversial issue was the broadcast of an interview between the non-existent presenter Emilia “Emi” and the deceased Nobel Prize winner, poet Wisława Szymborska.

Meet Emma, ​​the first AI influencer in tourism

A similar discussion is taking place among our western neighbors. The German Tourism Office (subordinate to the government) commissioned the creation of an influencer promoting traveling in Germany.

“I’m Emma, ​​your AI travel influencer from Germany Tourism, and from today I’ll be taking you on an exciting journey through the most beautiful corners of Germany on my own channel!” – we read on the emmatravelsgermany Instagram channel. A biography was also created for the virtual character – she is a young woman who lives in Berlin and combines work in internet marketing with traveling.

It is accompanied by a video that resembles a typical traveler’s video from Instagram or TikTok. We see Emma against the background of the Brandenburg Gate or the modern building of the Elbphilharmonie, a concert hall in Hamburg.

Artificial intelligence promotes travel. There is an answer to criticism

For now, only one post is visible on the new channel. The virtual influencer “announced” that she will post interesting content there and answer tourists’ questions. You can talk to her at germany.travel.

The idea, to put it mildly, was not met with enthusiasm.

“Such a waste of time, money and energy. There are many talented and enthusiastic people who would love to promote your country,” wrote Eva Kisgyorgy, a traveler from Hungary.

A Polish woman who runs the account Matkapohours also spoke. “I don’t think this is the way to attract REAL people, no matter how much it may cost,” she wrote. She added that this virtual character made her angry.

The German Tourism Office responded to the criticism. She called her move “an exciting step towards a digital strategy.”

“It’s important to us that Emma complements, rather than competes with, our true influencers. It will work alongside our established influencer network, which generated an impressive 148 million views last year,” the comment reads.

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