A new survey commissioned by the Tennessee Department of Tourist Development (TDTD) found only 5% of travelers can correctly identify real destination photos in a side-by-side test with AI-generated images. As AI-generated imagery grows more common and more realistic, TDTD wants travelers to know its photos are the real thing.
Tennessee Department Of Tourist Development in partnership with VML launched an industry-first photo certification campaign and pledged to not use generative AI in place of its own marketing photography, called the “Real Seal.”
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. It’s a commitment to authenticity and a promise to travelers that, when it comes to Tennessee, what you see is what you get.
“This initiative is a true reminder of what makes Tennessee worth capturing and sharing in a real, genuine way,” said Commissioner Mark Ezell, TDTD. “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. Our intention with this seal is to show travelers that what they see online from us is what they can expect to see in real life when they arrive.”
“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 that 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 immediately shared that concern and are excited to ensure that what travelers see on their screens is exactly what they’ll experience when they visit Tennessee.”
Tennessee Tourism’s certification includes content credentials and secure metadata to show travelers who, when, where and what the photo captured. TDTD is reviewing its new and existing photography to confirm each certified photo was captured by a real person and depicts authentic Tennessee scenery.
While minor retouching may be used in certified photography, it will only be used when it better reflects what’s already there. Travelers will never see AI-generated alterations that add, remove or change reality.
TDTD’s Real Seal certification now appears across the department’s digital and marketing channels. Learn more at TennesseeRealSeal.com.
