Real Seal

In a world where AI-generated images are becoming harder to distinguish from reality, Tennessee Tourism’s "Real Seal” campaign ensures travelers see only authentic, certified photos of the state’s breathtaking destinations.

This initiative is a true reminder of what makes Tennessee worth capturing and sharing in a real, genuine way. When you're standing in the middle of a forest or watching the sun drop behind the Smokies, only the stunning real photos can do it justice. Our intention with this seal is to show travelers that what they see online from us is what they can expect to see in real life when they arrive.

Mark Ezell

Commissioner, TDTD

A survey revealed that only 5% of travelers could correctly identify real destination photos when compared to AI-generated images. With 70% of travelers relying on photos and videos to choose destinations, and 74% unwilling to book trips without seeing photos first, Tennessee Tourism faced a growing challenge: ensuring travelers could trust the authenticity of the imagery representing the state.

The campaign was inspired by the growing difficulty travelers face in distinguishing real photos from AI-generated ones. This sparked the idea to create a solution that guarantees authenticity and builds trust in Tennessee’s tourism imagery.

Tennessee Tourism, in partnership with VML, launched “Real Seal,” an industry-first photo certification campaign. The initiative includes a pledge to never use generative AI in place of real marketing photography. Certified photos feature content credentials and secure metadata, allowing travelers to verify where and when each photo was captured, down to the latitude and longitude.