AI images could have negative impact on trust but less so with younger consumers and men, Tui Group research has revealed.
The study also suggests the majority of people are unable to distinguish between real images and those generated utilising artificial intelligence (AI).
Although AI-generated images were twice as likely to “pique curiosity,” they were not considered more captivating or persuasive in driving purchase decisions.
Spanish consumers were especially wary of AI’s influence, with most believing AI-generated images would negatively impact their purchasing decisions.
In contrast, respondents from the UK and Germany expressed either neutral or positive attitudes.
Almost a quarter (22%) of respondents from the UK said they can “easily distinguish” between AI and real images, but this falls to 9% in Germany and Spain.
On average Gen Z and Millennials were more likely to claim they can easily distinguish between the two (17%), compared to Gen X (11%), and Baby Boomers (6%).
However, actual tests revealed that all groups struggled to accurately differentiate between AI-generated images and the real thing.
While AI-generated images prompted feelings of “interest” in many participants, they also led to widespread “scepticism”. Spanish respondents, Baby Boomers and women express more caution when it comes to AI-generated imagery, whereas those from the UK, as well as Gen Z, younger Millennials and men, were more positive.
When asked about online purchases, the majority of participants stated a preference for a blend of “high-quality professional photos” and “authentic, user-generated content”.
This mix, especially with user-generated imagery, was identified by 88% of respondents as crucial in building trust and influencing purchasing behaviour.
The independent study, conducted by on behalf of Tui Musement with 1,200 adults across all age groups in Germany, Spain and the UK, was carried out last summer but the results have only just been released.
The research was carried out as Tui “ensures the ethical implementation of AI across the business”, and that any application enhances the customer or colleague experience.
Tui already uses AI technologies to automate and improve the management and optimisation of image content, classifying and filtering the more than 35 million images in its database, primarily of hotels and rooms.
However, Tui stressed that it does not use AI-generated destination images on its platforms today.
“In cases such as Tui’s AI-generated influencer Lena, the destinations shown in the background are always real images. Furthermore, whenever AI is used, Tui clarifies this,” the group said.
Future AI applications could include personalised descriptions, target group-relevant content and interactive travel advice for customers.
Peter Ulwahn, chief executive of Tui Musement, the firm’s tours and activities division, said: “As AI evolves, it presents opportunities for the travel industry to enhance customer engagement.
“However, the importance of ethical AI deployment is paramount, and this type of research is key to understanding how best to integrate advanced technology while maintaining customer confidence.
“The findings from this research underscore the importance of balancing innovation with transparency. We must ensure that AI enriches the travel experience without compromising trust and our approach will remain rooted in authenticity.”