A new study released by Icelandair reveals growing consumer mistrust regarding artificial intelligence (AI) in the travel industry, with more than three-quarters of surveyed travelers expressing concerns about fake or AI-generated reviews.
According to the survey, 78% of respondents worry about the authenticity of reviews when researching travel destinations, services and experiences. Additionally, 33% of those surveyed report feeling deceived by travel listings due to edited or misleading imagery.
“We believe real experiences, captured by photographers and locals, resonate more with travelers and help set accurate expectations compared to something that has been created by AI,” said Bogi Nils Bogason, CEO of Icelandair. “While this…
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