SINGAPORE, 6 March 2025: New research from TUI shows that most people have difficulty distinguishing between real and AI-generated images.
AI images can affect consumer trust, although younger people and men are more open to the technology. At the same time, the results show that AI-generated images arouse curiosity and have a similar impact on purchasing decisions as real images. Authentic and user-generated content is key to building trust and influencing customers’ purchasing habits.
Appinio conducted the survey in June 2024 on behalf of TUI Musement, the experiences and excursions business unit of TUI Group. The survey compiled data from 1,200 participants in Germany, Spain, and the UK. It was part of TUI’s work to ensure the ethical implementation of AI across its operations. TUI stated that the aim is to use AI to improve the customer and employee experience transparently and responsibly.
“AI is developing rapidly and creating opportunities for the travel industry to increase customer engagement. At the same time, AI must be used ethically. This type of research helps us understand how we can best integrate advanced technology without compromising customer trust,” said TUI Musement CEO Peter Ulwahn
“The results highlight the importance of balancing innovation with transparency. We want to ensure that AI improves the travel experience without negatively impacting trust. Our strategy will continue to be built on authenticity,” he adds.
Key insights from the survey
· Difficulty distinguishing between AI and real images: 22% of respondents in the UK said they could “easily distinguish” between AI-generated and real images, but that number drops to 9% in Germany and Spain. Gen Z and Millennials were more likely to believe they could tell the difference (17%) compared to Gen X (11%) and Baby Boomers (6%). However, the tests showed that all groups had difficulty correctly identifying AI-generated images.
· Impact on trust: AI-generated images sparked “interest” among many participants and led to widespread “scepticism.” Hispanic participants, Baby Boomers, and women were more cautious, while UK participants, Gen Z, younger Millennials, and men were more positive.
· Impact on purchase decisions: AI-generated images were twice as likely to “spark curiosity” but were not considered more persuasive than authentic images in driving purchase decisions. Spanish consumers were particularly sceptical about AI’s impact, while participants from the UK and Germany had a more neutral or positive view.
· Preferred imagery: A majority (88%) believed that a mix of “high-quality professional images” and “authentic, user-generated content” was crucial to building trust and influencing purchasing decisions.
TUI does not currently use any AI-generated destination images on its platforms. In cases where TUI has used AI, such as with the AI-generated global influencer Lena, the background has always consisted of real photos. In addition, TUI always makes it clear when AI is used.
The study provides a deeper understanding of potential future use cases. TUI is already using AI technology to automate and optimise imagery management by classifying and filtering more than 35 million images in its database – mainly hotel and room images. The AI selects the best photos based on technical and aesthetic criteria and identifies themes such as “summer”, “winter” or “pool”.
Future AI uses at TUI include personalised descriptions, targeted content and interactive travel planning for customers.
About TUI Group
The TUI Group is one of the world’s leading tourism groups. It is headquartered in Germany and operates worldwide. TUI shares are listed in the MDAX index of the Frankfurt Stock Exchange and in the regulated market of the Lower Saxony Stock Exchange in Hanover.
