Iceland is famous for its breathtaking volcanic landscapes and enchanting waterfalls, but can you distinguish between actual and artificial images of its stunning scenery? This quiz includes a collection of photographs that showcase Iceland's beauty, scattered with AI-generated images.
It follows a recent poll and found one in five people to be misled by exaggerated or completely “false” reviews, leading them to booking trips that don't meet their expectations. A third reported that the location did not match that description, but another third was disappointed with the hotel room. Others were disappointed by the size of the swimming pool, the activities available, and the distance from the airport.
The survey revealed that 20% of respondents felt disappointed by the promised view, 18% found that the beach was farther away than expected, and the fifth was unhappy with the unadvertised food type.
Of the 2,000 vacationers surveyed, a quarter of participants even suspected that the images they saw had been artificially enhanced or generated by AI. As a result, the majority now rely on personal recommendations from friends and family over online reviews.
Bogi Nils Bogason, CEO of Icelandair, expresses his belief that real-world experiences are more influential for travelers compared to AI-generated content. He said, “The real experience captured by photographers and locals resonates with tourists more and helps them set accurate expectations compared to those created by AI.”
He further states the importance of maintaining human interaction within the tourism sector, stressing that “reliability and transparency are fundamental elements of our culture, and our aim is to showcase true, authentic beauty that helps travelers make informed and confident decisions.”
The survey also found that 70% of respondents were less likely to book travel through the platform if they suspected they were hosting unreliable reviews. A third of people who believed they had come across fake or AI-generated reviews reported.
Currently, more than 10 travelers say that more than eight are meant to be more cautious and skeptical of images that may seem perfect.
Bogason highlighted the current issues that arise from the invasion of artificial intelligence during travel marketing, saying, “Reliability is the issue, and the surge in AI in travel marketing is beginning to generate skepticism.
“As artificial intelligence and digital manipulation become more and more common, we want to take the real, unfiltered experience position that demonstrates the beauty and spirit of destinations such as Iceland.”
