Artificial influence: how AI and influencers shape choices in tourism and hospitality

Purpose This paper aims to address the impact of AI-generated reviews on tourism consumers. Furthermore, it examines how AI-generated content shapes consumer trust and impacts decision-making processes in the tourism and hospitality sector. Design/methodology/approach This research, based on three experiments with 366 participants, compares reviews by human, virtual and AI influencers, examining perceived credibility of the source and content, along with the role of consumers’ persuasion knowledge in shaping responses. Findings The results indicate that consumers who are more attuned to persuasion tactics tend to trust AI-driven reviews more than those authored by human influencers. Research limitations/implications ChatGPT, as an AI technology, continues to develop, and future iterations may feature more sophisticated interactions that could affect consumer perceptions of credibility and the results of this study. Practical implications The findings emphasize robust digital strategies: enhancing search engine rankings for AI access to accurate data; actively monitoring reviews on platforms like TripAdvisor and Google; ensuring business presence in trusted directories; and producing informative content to aid AI in effectively recommending the business. Social implications Tourism companies should note that consumers with low persuasion knowledge trust human and virtual influencers more, but explicit sponsorship disclosure reduces credibility. Subtle sponsorship and authentic, transparent messaging enhance campaign effectiveness. Originality/value While human influencers are often seen as more persuasive than virtual ones, the impact of AI (e.g. ChatGPT) on consumer information-seeking, particularly in service sectors like hospitality and tourism, remains underexplored. This study addresses that gap.