Authenticity Boarding Now: Icelandair’s Anti-AI Ad Flight

Icelandair has launched a cheeky but pointed campaign titled “This is not AI,” tackling the growing skepticism around image authenticity in travel marketing. The airline noticed that even its real, awe-inspiring shots of Icelandic landscapes—like a volcanic eruption beneath the Northern Lights—were being doubted by social media users as AI-generated fakes. Instead of leaning into the tech hype, Icelandair is leaning out, with ads that double down on reality. Think OOH and print ads plus social posts reminding us that Iceland doesn’t need enhancement—it’s already surreal.

Partnering with the Icelandic agency Hvita Husid, the campaign spans social, print, and out-of-home placements across 13 cities in the U.S. and Europe. One standout billboard takes the form of an email to “The guy who produces AI images of Iceland” with a simple message: “Can we talk?” But this isn’t just a clever creative stunt. Icelandair also backed up the effort with consumer research—surveying 4,000 adults across four countries. The results? Only 19% would trust or book trips promoted with AI-generated visuals. And over half of Americans think AI has no business enhancing travel ads in the first place.

While Icelandair uses AI for practical tasks like translation and copy drafts, they’re drawing a clear boundary when it comes to consumer trust. In an era where a few extra fingers in a Puma ad or an uncanny Toys R Us spot can break immersion, Icelandair is betting on the power of “real unreal” to drive bookings. As brands scramble to integrate AI, Icelandair’s message is clear: sometimes, authenticity is the best tech strategy of all.