Skift Take

Germany aspires to set the standard for AI's future in destination marketing. However, we wonder whether Germany's new AI influencer can actually build an audience and earn their trust. Those tasks are challenging even for humans.

Tourists looking to explore Germany can expect a helping hand from the country’s first AI-generated travel influencer, which the German National Tourist Board debuted on Thursday.

Called “Emma,” the AI is an interactive brand ambassador developed to inspire potential visitors. Emma is blonde, in her 30s, and a resident of Berlin — with a passion for traveling.

https://www.youtube.com/shorts/x0EMXhk60CM

“Emma’s visual appearance was intentionally designed to make her appear authentic and trustworthy as a representative of Germany. Her look blends a modern, cosmopolitan style with subtle references to German culture and architecture, such as nods to contemporary fashion and iconic German designs,” said a spokesperson for the German National Tourist Board told Skift.

Emma will share videos and images of her journeys, along with tips on her own Instagram account: @EmmaTravelsGermany. She has already begun responding to comments on Instagram and having text conversations with travelers on the tourism board's website. Emma, who speaks over 20 language