AI vs. Reality: TUI’s Findings That Will Change Your View

New research from TUI, a multinational travel and tourism group, indicates that most people have trouble telling real images from those generated by AI. Although younger demographics and men tend to be more open to AI, it still creates questions about consumer confidence.

Many participants say they feel both “interest” and “skepticism” when confronted with AI-generated images, underscoring the importance of maintaining trust in the travel experience.

Survey results show varied reactions

A new survey conducted by TUI Musement, the business area for experiences and excursions within the TUI Group, highlights how challenging it can be for people to spot AI-generated images.

The study—carried out by Appinio on behalf of TUI Musement in June 2024—included 1,200 participants from Germany, Spain, and the United Kingdom.

Key finding:

• Difficulty in telling AI from reality: 22 percent of UK participants felt they could “simply distinguish” between AI and real images. In Germany and Spain, that confidence dropped to 9 percent.
• Impact on trust: Many participants expressed “interest” in AI images but also reported a sense of “skepticism.”

Younger consumers and men generally reported being more receptive to AI, while Spanish participants, Baby Boomers, and women were notably more cautious. Despite the differences, the tests showed that people across all demographics struggled to consistently identify AI-generated images.

Ethical AI and its influence on decision-making

TUI’s ambition is to use AI transparently and responsibly, ensuring both customers and employees benefit from the technology. AI usage, if managed ethically, can enhance the travel experience without undermining confidence.

"AI is developing rapidly, creating opportunities for the travel industry to increase customer engagement. At the same time, it is important that AI is used in an ethical way. This type of research helps us understand how we can best integrate advanced technology without compromising customer confidence. The results emphasize balancing innovation with transparency. We want to make sure AI enriches the travel experience without eroding trust. Our strategy will continue to be based on authenticity."

Peter Ulwahn, CEO of TUI Musement

Preferred imagery and trust

Another significant outcome from the survey:

• Purchasing decisions: AI images were twice as likely to “awaken curiosity,” yet were not necessarily more convincing than real images for final purchasing decisions.
• Authentic content matters: A strong majority—88 percent—favored a mix of “high quality professional images” and “authentic, user-generated content” to build trust.

Although TUI does not currently feature AI-generated destination images on its platforms, it has tested AI in other contexts.

When AI is used, such as with the AI-generated global influencer Lena, TUI uses real backgrounds and always discloses the technology’s use.

Future Outlook and AI Implementation

The survey insights guide TUI’s evolving plans for AI:

• Image management: TUI already deploys AI to classify and filter more than 35 million images in its database. The system chooses the best images based on technical and aesthetic benchmarks, then tags them with descriptors like “summer,” “winter,” or “pool.”
• Personalized content: Potential enhancements include personalized travel descriptions, content adapted to specific audiences, and interactive trip planning.

TUI remains focused on ensuring AI-driven improvements are transparent, responsibly executed, and aligned with the brand’s commitment to authenticity. By reinforcing trust through genuine images and clear disclosure, TUI aims to show that AI can be integrated in a way that both engages and informs customers without compromising their confidence.