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 Could your next holiday be inspired by a celebrity who never actually promoted it?

With the rise of artificial intelligence (AI) in media, deepfake advertising is emerging as a bold new tool in the tourism industry. These hyper-realistic videos use AI and machine learning to map celebrity faces into promotional content, making it seem as if they personally endorse a travel destination—even if they’ve never been there.

Our recent study examined how these AI-generated ads can shape viewers’ attitudes and intention to visit a destination.
We recruited 142 young Malaysians to participate in the study. They first viewed a standard tourism video for the Maldives. Then, using AI, the faces of unknown individuals in the ad were replaced with celebrities familiar to the participants. The results? When people found the deepfake portrayal vivid and trustworthy, they were more likely to imagine themselves there, feel positively toward the destination, and express interest in visiting.

Interestingly, how realistic or enjoyable the ad felt didn’t have much influence. Instead, the perception of trust and personal relevance made all the difference.

What This Means for Tourism and Marketing Professionals?
Tourism businesses often face enormous costs in creating compelling campaigns. Coordinating celebrity schedules, arranging multi-location shoots, and producing content across languages is not just time-consuming; it’s also resource-intensive. Deepfake technology offers an alternative solution. By using AI to simulate hyper-realistic, customizable content, we can achieve these goals at a fraction of the cost. With the actors' consent and remuneration, marketers can create campaigns that transcend logistical barriers while reducing environmental and financial burdens. This is particularly significant for sustainable marketing. By minimising resource wastage in content production, Deepfake aligns with global goals, such as UN SDG 12—Responsible Consumption and Production.

Deepfake ads, when used ethically, can be a cost-effective way to build emotional engagement without traditional celebrity endorsements or costly shoots. Tourism marketers can use this approach to:
•    Personalise promotions using familiar or aspirational figures.
•    Create immersive stories that resonate with younger audiences.
•    Boost visibility for lesser-known destinations by building emotional appeal.

However, with great power comes great responsibility.
 

Ethical Innovation 
The study also cautions marketers to tread carefully in this new frontier. Misuse of deepfake technology can lead to deception, misinformation, and loss of trust. As such, calling for:
•    Transparent disclosures about AI-generated content.
•    Ethical guidelines for the tourism industry’s use of AI.
•    Education to equip consumers with media literacy in the digital age.

In essence, deepfake technology has the potential to revolutionise how destinations are marketed—but it must be done with integrity and care.

Takeaway for Students & Future Professionals
If you're a marketing student or aspiring tourism professional, now is the time to understand the intersection of AI and ethics in marketing. This research shows how psychology, technology, and storytelling come together in real-world applications. It also reminds us that responsible innovation can go hand in hand with creativity, setting the tone for the future of digital marketing.

Dr Anuja S Chalke
ºìÐÓÊÓƵ Business School
Email: @email 

Dr Ser Zian Tan
ºìÐÓÊÓƵ Business School
Email: @email 

Associate Professor Dr Cheng Boon Liat
ºìÐÓÊÓƵ Business School
Email: @email 

 Associate Professor Dr Fandy Tjiptono
Wellington School of Business and Government
Email: @email