Generative AI is rapidly transforming industries, and tourism is no exception. This article spotlights two DMOs that are using humour as a tool to fight the wave of interest around generative AI and capture the attention of potential travellers.
Generative AI is rapidly transforming industries, and tourism is no exception. There is no doubt about it, AI holds immense potential to personalise discovery, curate hyper-realistic destination experiences and usher in a more individually tailored marketing approach altogether - including replacing certain strategic and creative tasks in the marketing team itself.
But with all the excitement around generative AI, many question its ability to hit the mark when it comes to really translating the uniqueness of the destination's brand and indeed whether AI's dominance in content and brand experiences is inevitable. Whilst there are a number of DMOs diving headfirst into AI, there are others who are exploring a different approach, at least for now: humour.
Yes, humour.
Discover Tasmania's TasmanAI and Visit Greenland's Artificial Intelligence vs. Authentic Intelligence are prime examples of DMOs using wit and sarcasm to stand out in the generative AI conversation. These campaigns don't dismiss AI entirely, but rather offer a refreshing alternative – the undeniable charm of a real, unscripted travel experience.
TasmanAI takes a decidedly tongue-in-cheek approach to the AI trend. The website, while visually appealing, offers a limited range of "AI-generated" experiences, such as "AI-enhanced wombat-watching" and "AI-optimised wilderness survival". This juxtaposition of high-tech buzzwords with the quintessential Tasmanian experience is both humorous and effective. It reinforces the idea that while AI can be a tool, it can't replicate the authentic charm of the island.
Visit Greenland's campaign takes a more direct approach. By pitting "Greenlandic Authentic Intelligence" against Artificial Intelligence, the destination positions itself, and local communities, as the ultimate authority on the country's unique experiences. It's a clever way to highlight the limitations of AI in truly understanding and representing a place. The campaign also invites potential visitors to engage with the destination on a deeper level, challenging them to "find your own Greenland AI".
Here's why this approach is a win for DMOs:
But humour is just the first ingredient. To truly capitalise on this strategy, DMOs need to be:
While humour is a great attention grabber, DMOs can go a step further by weaving a narrative around the potential of AI as a tool, not a replacement, for travel experiences.
Take inspiration from the Imagine the Faroe Islands campaign, which used AI to showcase the destination's natural beauty in a new light. Similarly, the Vienna Tourist Board's #Unartificial Art campaign highlights the human touch behind artistic expression – a stark contrast to the potential homogenisation of AI-generated art.
In a world increasingly dominated by algorithms and automation, humour and authenticity are becoming rare commodities. By embracing these qualities, DMOs like Discover Tasmania and Visit Greenland have demonstrated that wit can be a powerful tool for cutting through the noise and creating a lasting impression. These campaigns remind us that, while AI can enhance the travel experience, it can never fully replace the magic of human connection and exploration. As the digital landscape continues to evolve, DMOs that can find the right balance between technology and human touch will be the ones to truly thrive.
Generative AI is rapidly transforming industries, and tourism is no exception. There is no doubt about it, AI holds immense potential to personalise discovery, curate hyper-realistic destination experiences and usher in a more individually tailored marketing approach altogether - including replacing certain strategic and creative tasks in the marketing team itself.
But with all the excitement around generative AI, many question its ability to hit the mark when it comes to really translating the uniqueness of the destination's brand and indeed whether AI's dominance in content and brand experiences is inevitable. Whilst there are a number of DMOs diving headfirst into AI, there are others who are exploring a different approach, at least for now: humour.
Yes, humour.
Discover Tasmania's TasmanAI and Visit Greenland's Artificial Intelligence vs. Authentic Intelligence are prime examples of DMOs using wit and sarcasm to stand out in the generative AI conversation. These campaigns don't dismiss AI entirely, but rather offer a refreshing alternative – the undeniable charm of a real, unscripted travel experience.
TasmanAI takes a decidedly tongue-in-cheek approach to the AI trend. The website, while visually appealing, offers a limited range of "AI-generated" experiences, such as "AI-enhanced wombat-watching" and "AI-optimised wilderness survival". This juxtaposition of high-tech buzzwords with the quintessential Tasmanian experience is both humorous and effective. It reinforces the idea that while AI can be a tool, it can't replicate the authentic charm of the island.
Visit Greenland's campaign takes a more direct approach. By pitting "Greenlandic Authentic Intelligence" against Artificial Intelligence, the destination positions itself, and local communities, as the ultimate authority on the country's unique experiences. It's a clever way to highlight the limitations of AI in truly understanding and representing a place. The campaign also invites potential visitors to engage with the destination on a deeper level, challenging them to "find your own Greenland AI".
Here's why this approach is a win for DMOs:
But humour is just the first ingredient. To truly capitalise on this strategy, DMOs need to be:
While humour is a great attention grabber, DMOs can go a step further by weaving a narrative around the potential of AI as a tool, not a replacement, for travel experiences.
Take inspiration from the Imagine the Faroe Islands campaign, which used AI to showcase the destination's natural beauty in a new light. Similarly, the Vienna Tourist Board's #Unartificial Art campaign highlights the human touch behind artistic expression – a stark contrast to the potential homogenisation of AI-generated art.
In a world increasingly dominated by algorithms and automation, humour and authenticity are becoming rare commodities. By embracing these qualities, DMOs like Discover Tasmania and Visit Greenland have demonstrated that wit can be a powerful tool for cutting through the noise and creating a lasting impression. These campaigns remind us that, while AI can enhance the travel experience, it can never fully replace the magic of human connection and exploration. As the digital landscape continues to evolve, DMOs that can find the right balance between technology and human touch will be the ones to truly thrive.
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