Authenticity matters. That’s the message the New Mexico Tourism Department wants every tourism operator in the state to embrace. The agency is asking industry players to keep generative artificial intelligence out of their advertising. If you run a business connected to tourism and destinations, your cooperation can make a difference.
NMTD is inviting the state’s tourism industry to take the “Keep it True” pledge. The initiative urges partners to feature only authentic subjects and landscapes in their destination advertising.
The “Keep it True” pledge also encourages advertisers to work with human creative professionals. Creatives can be contracted, commissioned, or hired as part of the staff to produce advertising materials.
“The spirit of authenticity has been, and will remain, foundational to the New Mexico True brand,” said Acting Tourism Secretary Lancing Adams. “Relying on people and landscapes fabricated through the use of generative AI violates that spirit of authenticity, so we’re proud to take a position in defense of truth and reality in destination advertising.”
Since the pledge was introduced in July, dozens of tourism-related businesses and organizations have taken it. These include Visit Gallup, Visit Las Cruces, TOURISM Santa Fe, Visit Alamogordo, Los Alamos County, and more.
“No matter how advanced generative AI becomes, the enriching experiences and vibrant cultures of New Mexico will always be impossible for machines to replicate,” said Gallup Tourism & Marketing Manager Matt Robinson.
More States Taking Steps on AI Use
New Mexico isn’t the only state taking a stand on generative AI in tourism advertising.
In July, the Tennessee Department of Tourist Development launched its “Yeah, It’s Real” campaign. The initiative assures travelers that it will not use generative AI in its marketing. Tennessee also introduced an authenticity label that verifies the metadata of images the department uses in its marketing.
According to Gallup research, 49 percent of Americans responded somewhat or very negatively to businesses that use AI to create advertisements. Only 19 percent responded positively.
The research also found that 55 percent of Americans believe humans are better than AI at creating original artistic content. Only 17 percent believe AI does a better job.
