As AI-generated imagery becomes increasingly difficult to spot, the Tennessee Department of Tourist Development is taking a stand for authenticity with the launch of the “Real Seal,” an industry-first certification designed to verify that its destination photography is real.
Created in partnership with VML, the initiative commits Tennessee Tourism to using authentic photography rather than generative AI to showcase the state’s attractions, while giving travelers a way to verify where and when images were captured through embedded content credentials and secure metadata.
The campaign is backed by new research from Talker Research, commissioned by the department, which found just 5% of Americans could correctly identify real destination photography when shown alongside AI-generated images. The survey of 2,000 travelers also found that 70% rely on photos and videos when choosing a destination, while 74% said they wouldn’t book a trip without seeing photos first.
“This initiative is a true reminder of what makes Tennessee worth capturing and sharing in a real, genuine way,” said Commissioner Mark Ezell of the Tennessee Department of Tourist Development. “When you’re standing in the middle of a forest or watching the sun drop behind the Smokies, only stunning real photos can do it justice.”
The Real Seal program certifies that each approved image was captured by a real photographer in Tennessee and accurately represents the location. While minor retouching is permitted, the department says it will never use AI to add, remove, or alter elements of a scene. Watch below:
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According to Allison Pierce, Chief Creative Officer at VML, the idea originated after a surprisingly relatable mistake. “The ‘Real Seal’ was born from a moment of embarrassment. I shared a travel image with our team that I thought was real. It wasn’t. If the people who work with AI every day can still be fooled, that’s a real problem for travelers.”
The certification is now appearing across Tennessee Tourism’s marketing and digital channels, reinforcing what the department calls a promise that “what you see is what you get.”
As generative AI continues to reshape advertising and content creation, the campaign positions authenticity itself as a brand differentiator, particularly in an industry built on visual inspiration and consumer trust.
CREDITS:
BRAND: Tennessee Department of Tourist Development (TDTD)
- Mark Ezell, Commissioner
- Debra Smith, Assistant Commissioner, Marketing
- Rob Regg, Director of Marketing
- Amanda Murphy, Director of Communications
- Chelsea Trott, Communications Manager
- Amanda Burton, Senior Digital Media Manager
AGENCY: VML
- Alli Pierce, Chief Creative Officer
- John Godsey, Chief Creative Officer
- Ryan Simonet, Group Creative Director
- Jonathan Vigliaturo, Creative Director
- Erik Stark, Creative Director
- Alpho Ramsay, Associate Creative Director
- Ethan Downing, Executive Producer
- Nikki Hardin, Executive Director, ME&I
- Megan Davey, Managing Director, Strategy & Insights
- Shali Wade, Executive Director
- Jenna Pate, Managing Director, Client Engagement
- Bailey Klutts, Associate Account Director
- Bella Moorhead, Senior Account Manager
- Hope Genilo, Associate Public Relations Director
- Ian Cahill, Director, Technology
- Theresa Ferrugio, Managing Director, Media
- Mary Anthony-Burley, Group Director, Strategy
- Erica D’Uva, Media Director
- Nick Wilson, Associate Social Director
- Jessica Ferguson, Designer
- Emma Clarke, Media Supervisor
- Chloe Fortner, Senior Social Manager
- Lauren Nordell-Morris, Manager, ME&I
- Ethan Wons, Associate Analyst, ME&I
- John Dwyer, Technology Specialist
- Emma Beck, Program Director
- Courtney Clark, Senior Project Manager
PRODUCTION COMPANY: Plan A
- Chusy Jardine, Director
- Andy O’Neill, Camera Operator, Producer & Editor
PHOTOGRAPHY:
- Jared Kreiss, Photographer
VOICE OVER/MUSIC:
- Rivers Rutherford, Songwriter
PR: Turner PR
- Malcolm Griffiths, Senior Vice President
