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Is It Real or AI? How Digital Natives Identify AI-Generated Images

In: Information and Communication Technologies in Tourism 2026

Author

Listed:
  • Armin Brysch

    (Kempten University of Applied Sciences)

  • Diana Chvirova

    (Fraunhofer FIT)

  • Robert Keller

    (Kempten University of Applied Sciences)

  • Dominik Rebholz

    (Fraunhofer FIT)

  • Jana Rudman

    (Kempten University of Applied Sciences)

Abstract

Visual content is central to tourism marketing, where images of natural landscapes, architecture, and urban areas dominate. The rapid advancement of generative AI tools enables marketers to produce high-quality, personalized visuals at scale, reducing costs, and increasing efficiency. However, the integration of AI-generated images raises critical questions about authenticity, transparency, and audience perception. This study examines whether digital natives can distinguish between AI-generated images and real photographs, and what factors influence their judgments. Using a survey-based pairwise comparison, participants assessed images and explained their decisions. We test three hypotheses and analyze the rationales behind the decisions of the study’s participants. The findings contribute to the emerging discourse on generative AI in marketing, offering insights into visual literacy and media-related self-perception.

Suggested Citation

  • Armin Brysch & Diana Chvirova & Robert Keller & Dominik Rebholz & Jana Rudman, 2026. "Is It Real or AI? How Digital Natives Identify AI-Generated Images," Springer Proceedings in Business and Economics, in: Peter O'Connor & Mattia Rainoldi & Julia Neidhardt (ed.), Information and Communication Technologies in Tourism 2026, chapter 9, pages 125-138, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-23925-9_9
    DOI: 10.1007/978-3-032-23925-9_9
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