Over Half of Brits Concerned Over AI-Generated or Fake Reviews in Travel Sector

Icelandair has revealed surprising insights into how travellers feel about increased dependence on AI generated content when it comes to online travel listings, reviews and social posts. The study, conducted among 2,000 UK travellers, explores behaviour, trust and how digital content is impacting booking decisions.
Over half (54%) of respondents expressed concerns about AI-generated or fake reviews when researching trips, and 44% noted they have become more wary of travel reviews due to AI and b