If you struggle to spot the difference between real and AI-generated images you are not alone.
Research conducted on behalf of TUI Musement, the experiences and excursions business unit of TUI Group, found that while Gen Z and Millennials are more likely to believe they could tell the difference between real and AI images, only 6% of Baby Boomers had a clue about the difference. Younger people and men are more open to the technology.
AI-generated images were twice as likely to “spark curiosity” but were not considered more persuasive than authentic images in driving purchase decisions, researchers found.
A majority (88%) believed that a mix of “high-quality professional images” and “authentic, user-generated content” was crucial to building trust and influencing purchasing decisions.
“AI is developing rapidly and creating opportunities for the travel industry to increase customer engagement. At the same time, AI must be used ethically. This type of research helps us understand how we can best integrate advanced technology without compromising customer trust,” said TUI Musement CEO, Peter Ulwahn.
“The results highlight the importance of balancing innovation with transparency. We want to ensure that AI improves the travel experience without negatively impacting trust.”
TUI does not currently use AI-generated destination images on its platforms. In cases where TUI has used AI, such as with the AI-generated global influencer Lena, the background has always consisted of real photos. In addition, TUI always makes it clear when AI is used.
Future AI uses at TUI include personalised descriptions, targeted content and interactive travel planning for customers.
The research was conducted in Germany, Spain and the UK.