SANTA FE, N.M. — The New Mexico Tourism Department is rallying the state’s tourism industry to join them in not using generative artificial intelligence to create advertisements.

The department is inviting the industry to take the pledge to “Keep it True”. They want companies to work with human creative professionals on projects, whether they’re contracted, commissioned or hired on staff. They also want advertisers to feature only authentic subjects and landscapes in destination advertising.

“The spirit of authenticity has been – and will remain – foundational to the New Mexico True brand,” Acting Tourism Secretary Lancing Adams said. “Relying on people and landscapes fabricated through the use of generative AI violates that spirit of authenticity, so we’re proud to take a position in defense of truth and reality in destination advertising.”

The department unveiled the pledge in July. Already, Tourism Santa Fe, Los Alamos County, Visit Las Cruces, Visit Alamogordo and others have joined the pledge, including Visit Gallup.

“No matter how advanced generative AI becomes, the enriching experiences and vibrant cultures of New Mexico will always be impossible for machines to replicate,” Gallup tourism and marketing manager Matt Robinson said. “Visit Gallup is committed to embracing the creativity of our staff, community, and partners, all of whom work in concert to authentically portray our amazing community and state.” 

Other states have taken a similar step as New Mexico, such as Tennessee and its “Yeah, It’s Real” campaign. Tennessee also implemented an authenticity label that verifies metadata for images the department uses in its marketing.

The move comes as people are expressing backlash to the use of AI in advertisements. Research showed 49% of people surveyed “view businesses’ use of AI to create advertisements negatively, compared with 19% who view it positively.”