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Meet the New Face of German Tourism: an AI Travel Influencer
17.10.2024 - 21:33 / skift.com / Dawit Habtemariam / Generative Ai
Tourists looking to explore Germany can expect a helping hand from the country’s first AI-generated travel influencer, which the German National Tourist Board debuted on Thursday.
Called “Emma,” the AI is an interactive brand ambassador developed to inspire potential visitors. Emma is blonde, in her 30s, and a resident of Berlin — with a passion for traveling.
“Emma’s visual appearance was intentionally designed to make her appear authentic and trustworthy as a representative of Germany. Her look blends a modern, cosmopolitan style with subtle references to German culture and architecture, such as nods to contemporary fashion and iconic German designs,” said a spokesperson for the German National Tourist Board told Skift.
Emma will share videos and images of her journeys, along with tips on her own Instagram account: @EmmaTravelsGermany. She has already begun responding to comments on Instagram and having text conversations with travelers on the tourism board’s website. Emma, who speaks over 20 languages and is available 24/7, is powered by advanced deep learning algorithms and large language models.
“With the launch of Emma as an AI influencer, we are taking a further step in our digital strategy,” said Petra Hedorfer, the tourism board CEO, in a statement. “Along the customer journey, Emma can act as an innovative bridge builder between potential travelers and real, unforgettable experiences in Germany, starting from the inspiration phase.”
The German National Tourist Board developed the project in collaboration with the agency Startup Creator.
In the long run, the German National Tourist Board envisions Emma evolving from an information source into a personal travel companion capable of providing personalized travel itineraries tailored to users’ individual preferences and interests.
The German National Tourist Board envisions Emma as a key representative for Germany in the tourism industry.
“She could partner with major hotel chains, airlines, or travel agencies to offer exclusive travel deals, experiences, or discounts. Through such partnerships, Emma will not only become the face of German tourism but also a global facilitator of unique travel experiences,” said a spokesperson for the board.
However, Germany’s destination marketers may have to wait a bit longer for technology to catch up somewhat with their full ambitions.
On launch day, in Skift’s test chats with Emma, her answers were basic. When asked for suggestions for a day in Berlin, she offered a short, light itinerary, with sentences like: “In the evening, head to Prenzlauer Berg and explore Kastanienallee. For nightlife, check out Weserstrasse in Neukölln.
Yet the tourism board said that it’s early days. Through continuous machine
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