How to spot an AI-generated holiday listing before you book

AI is increasingly being used to create and manipulate images, making it harder to tell what's real online. An RMIT expert explains how AI-involved holiday listings are becoming more convincing, and what travellers should look for before booking.

Dr T.J. Thomson, School of Media and Communication:

Spotting a fake isn't about finding one giveaway - it's about building a picture. It's important to look closely for inconsistencies or glitches, consider the broader context and use critical thinking to identify red flags and help make more informed decisions.

Travellers should consider an image's chain of command. Platforms that require an official app or have a more controlled process can cut down on the risk of encountering AI-generated fakes.

Consider the credibility of the source. Established brands with a proven track record are generally more trustworthy than unknown brands. Check how long the account has been active and whether its past behaviour suggests it's reliable.

Star ratings and customer comments are often treated as signals of credibility, but they can sometimes be manipulated or generated by bots. Base your decision on multiple sources of evidence, not a single review or rating.

Reverse-image searches can be a useful tool to check if it's been used elsewhere online. However, the absence of exact matches doesn't confirm the images are authentic.

Use AI detection services with caution as they are hit-and-miss. They can provide false positives or can only work with content created through particular services.

Critical thinking matters. Consider if what's being shown realistically matches the price on offer and whether the image looks plausible.

Dr T.J. Thomson is an associate professor and Australian Research Council DECRA Fellow at RMIT, where he co-leads The News, Technology, and Society Network. His research is united by its focus on visual communication.

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