AI-generated photos can make it difficult to separate fact from
fiction. Which is why the Tennessee Department of Tourist Development launched an industry-first photo certification campaign.
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Produced by agency VML, which also handed media,
TDTD only uses actual shots, accompanied by the “Real Seal.”
A 90-second spot, running on YouTube, CTV and Meta,
underscores the importance of authenticity.
“This initiative is a true reminder of what makes Tennessee worth capturing and sharing in a real, genuine way,” said TDTD Commissioner
Mark Ezell. “When you’re standing in the middle of a forest or watching the sun drop behind the Smokies, only the stunning real photos can do it justice.”
Talker Research
surveyed 2,000 American travelers and found 70% rely on photos and videos when choosing a destination, while 74% wouldn't book a trip without seeing photos first. Tennessee Tourism’s new photo
certification helps travelers verify where photos were captured, down to the latitude and longitude. What you see is what you get.
“The ‘Real Seal’ was born from a moment of
embarrassment,” said Allison Pierce, chief creative officer, VML. “I shared a travel image with our team I thought was real. It wasn’t. If the people who work with AI every day can
still be fooled, that’s a real problem for travelers. Our clients are excited to ensure that what travelers see on their screens is exactly what they’ll experience when they visit
Tennessee.”
What travelers will never see: AI-generated alterations that add, remove or change reality. TDTD's Real Seal certification appears across the department’s digital
and marketing channels.
Tennessee’s tourism industry set a new record in 2024, generating $31.7 billion in direct visitor spending and welcoming 147 million visitors, according to
Tourism Economics and the TDTD.