Tourism Department rejects use of generative AI in tourism advertising

SANTA FE — The New Mexico Tourism Department is taking a stance to keep generative artificial intelligence out of advertising production, and the agency asks other destinations and tourism-related businesses to join their effort.

NMTD is inviting New Mexico’s tourism industry to take the pledge to “Keep it True” through a promise to feature only authentic subjects and landscapes in destination advertising.

The “Keep it True” pledge also asks for advertisers to work with human creative professionals to produce advertising collateral – whether that professional is contracted, commissioned or hired on staff.

“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.”

NMTD first unveiled the Keep it True pledge in July. Since then, dozens of tourism-related businesses and organizations have taken the pledge, such as 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. "Visit Gallup is committed to embracing the creativity of our staff, community, and partners, all of whom work in concert to authentically portray our amazing community and state." 

New Mexico isn’t the only state that is taking a stance on the use of generative AI in tourism advertising. In July, the Tennessee Department of Tourist Development unveiled the “Yeah, It’s Real” campaign that promises travelers that it will not use generative AI in its marketing. Additionally, Tennessee also implemented an authenticity label that verifies metadata for images the department uses in its marketing.

According to research from Gallup, 49% of Americans respond somewhat or very negatively to businesses that use AI to create advertisements whereas only 19% responded positively. The same research also indicates that 55% of Americans believe that humans are better at producing original artistic content than AI. Only 17% of Americans believe that AI is better at producing original artistic content.

More information about the “Keep it True” pledge is available on the Tourism Department’s website.