Germany has grabbed the attention of the online world with the unveiling of its latest digital strategy, new AI-created brand ambassador, Emma.
Emma will virtually inspire potential travellers 24/7 with a long-term vision to establish her as a central, indispensable component of the GNTB’s digital communication strategy.
“With the launch of Emma as an AI influencer, we are taking a further step in our digital strategy,” GNTB CEO Petra Hedorder said at the launch of its inaugural AI Influencer Project this week.
“Artificial Intelligence applications are an invaluable asset, providing supplementary technological support for our brand communication. Along the customer journey, Emma can act as an innovative bridge builder between potential travellers and real, unforgettable experiences in Germany as early as the inspiration phase.”
Emma will operate in conjunction with established influencer marketing structures. By working with ‘traditional’ influencers, GNTB says it has been able to generate 148 million impressions on their social media channels last year.
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An Instagram account for Emma has more than 2,000 followers.
Emma is described as a mid 30-year-old modern, cosmopolitan Berliner who feels at home in the digital world.
The announcement grabbed the attention of travel fans with some criticising the arrival of Emma with many debating the idea of watching “a fake AI person in a fake AI version of Germany for travel tips or inspiration” as one user put it. Several other comments on Emma’s account questioned why they aren’t using real influencers.
The Germany Tourism Instagram account responded to some comments saying Emma has been designed to complement real influencers, rather than compete.
“Real influencers create authentic and emotional connections that technology alone can’t replicate. Emma will enrich these valuable contributions and act as an inspiring addition in the customer journey—leading to unforgettable experiences in Germany,” one comment read.
The technical background
Emma is a fully AI-generated ‘digital human’. Thanks to advanced deep learning algorithms and large language models (LLMs), she is able to engage with her followers in a chat format in over 20 languages. By the end of the year, the AI assistant will also be able to access not only the information on germany.travel but also real-time data from the GNTB Knowledge Graph.
Reporting by Zach Harvard from B&T’s sister title Travel Weekly.
