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Icelandair has unveiled a new chapter of its award-winning brand platform, The Real Unreal, with a social-first campaign designed to celebrate the authenticity of real travel and counter the growing influence of AI-generated imagery. The initiative argues that no machine-produced picture can rival the genuine experience of visiting Iceland in person. I can attest to the true beauty of Iceland and the otherworldly look of some what I’ve seen in three visits there.
The airline’s marketing team was prompted to act after focus groups revealed a surprising perception issue: many people believed photos of Iceland looked “too good to be true.” The skepticism reflects a broader anxiety around digital misinformation with research indicating that nearly 80% of travelers are concerned about AI-generated or fake content and 33% reporting that they have felt misled when planning a trip.
To address the trust gap, the playful video series follows Icelandair’s Marketing Director through the country’s gorgeous landscapes while challenging the idea that the scenery could be artificial. In a twist, he also takes to city streets to ask passers-by if they can distinguish real photos of Iceland from AI-produced versions. Locals struggled to identify altered images of their own landmarks. People in London expressed disbelief that the striking photos were genuine.
Anthony’s Take: By anchoring the campaign in social media and humor, Icelandair aims to reclaim authenticity as a differentiator at a time when visual content is increasingly created and curated by AI. The Real Unreal reinforces the message that while digital imagery can approximate Iceland’s beauty, nothing substitutes seeing the country with one’s own eyes.
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Advertiser & Editorial Disclosure: The Bulkhead Seat earns an affiliate commission for anyone approved through the links above This compensation may impact how and where links appear on this site. We work to provide the best publicly available offers to our readers. We frequently update them, but this site does not include all available offers. Opinions, reviews, analyses & recommendations are the author’s alone, and have not been reviewed, endorsed, or approved by any of these entities.
