NM Tourism Department rejects use of AI in their advertising

Digital Assignment Editor

The New Mexico Tourism Department has taken measures to keep generative artificial intelligence out of its advertising.

The department has invited New Mexico’s tourism industry to take on a pledge called “Keep it True” as a promise to feature only authentic subjects and landscapes in destination advertising.

The pledge was first unveiled 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.

The Tennessee Department of Tourist Development also unveiled its own “Yeah, It’s Real” campaign in July 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.

You can take the “Keep it True” pledge here.