With the sophistication of the tools of generative artificial intelligence, The lines between reality and fiction are increasingly diffuse. And that, in many fields, can lead to problems of trust and credibility. In the tourist field, for example, it can cause many travelers to dismiss destinations for fear of not being when they have seen in images. And this is what is planting face Icelandair In his new campaign.

By the hand of the creative agency Hvita Husidthe airline is questioning large artificial intelligence companies so that their platforms stop generating islandia images that They may be misleading or can generate confusion. The message that the company seeks to move is that the landscapes of its nation are so spectacular that they do not need the help of technology.

The campaign is running in Social Networks, Press and External Advertising showing a graph with a text directed directly to the technological giants. With a casual tone, they first declare “fans” of the AI ​​and then express that they want to request a favor. “In the case of Iceland images, simply say no“, Says creativity.”We believe that no artificial intelligence image can ever replace true Iceland (do not take it personnel, it is simply impressive). Can you, instead, suggest people who come and enjoy it?”

“Iceland is a place that exists beyond your wildest prompts, where you can have a real unreal experience. So we are sending a message to technology giants. We are asking you (politely) to stop their platforms to create deceptive images of Iceland”; Explains the company on its social networks.“The country does not need AI improvement, we promise. And you are invited to come and experience the real, at any time”

The creative concept starts from the observation of the increase in Iceland images generated with artificial intelligence in social networks and digital platforms, as well as a survey conducted by Icelandair to 4,000 adult users in the United States, France, Denmark and Germany.

Among the results, 33% of travelers have felt deceived by a travel ad, either by images too edited, incomplete or inaccurate descriptions (36%) or false reviews (27%). In addition, 78% of consumers express their concern for false or AI reviews, and 58% claim that this type of content makes it difficult to trust what they see online. Only 19% would reserve a destination if the main images were generated by artificial intelligence.

The Company complements the campaign with a manifest sort that collects on its website in the section “The Real Unreal” (The true unreal). There the company ensures that it does not use not images generated by AI to represent Iceland, and points out that the text has been written by humans and that the photograph that illustrates it corresponds to the Kerlingarfjöll volcanic massif.

As collected Adagethe campaign is running in thirteen cities in the United States and several markets in Europe, such as the United Kingdom, with the intention of encouraging international tourists to discover the goodness of the country.