TORONTO — The German National Tourist Board has launched its first AI-generated influencer for Destination Germany.

The idea behind ‘Emma’ is to promote Germany as a travel destination on an international scale.

The GNTB said Emma will serve in addition to, rather than a replacement for, real-life influencers in the GNTB’s digital strategy.

“With the launch of Emma as an AI influencer, we are taking a further step in our digital strategy,” said GNTB’s CEO, Petra Hedorfer.

Hedorfer added: “Artificial intelligence applications are an invaluable asset, providing supplementary technological support for our brand communication. Along the customer journey, Emma can act as an innovative bridge builder between potential travellers and real, unforgettable experiences in Germany as early as the inspiration phase. Emma will operate in conjunction with our established influencer marketing structures.”

Emma has an Instagram channel @EmmaTravelsGermany, where she invites followers to travel to Germany, accompanies them on their travels and shares her experiences in an entertaining and informative way, said the GNTB.

In the long term, the idea is that Emma will not only provide information, but act as a personal travel companion and create personalized routes tailored to users’ individual interests as well. She can engage with followers in a chat format in more than 20 languages, and by the end of 2024, Emma will also be able to access not only the information on germany.travel but also real-time data from the GNTB Knowledge Graph.