TUI introduces Lena, the AI Explorer that discovers the world for you

TUI is proud to announce the introduction in the Netherlands of Lena, an innovative AI explorer. Lena joins the existing team of TUI influencers and content creators, offering a unique, virtual approach to travel experiences. This application of artificial intelligence allows TUI to inform holidaymakers faster, more up-to-date and more relevant. Lena will inspire audiences with her images of beautiful travel destinations that can be seen on social media channels and the TUI blog from today.

Virtual content creator, real images

At a time when artificial intelligence is becoming increasingly integrated into everyday life, TUI is capitalising on the growing acceptance and benefits of AI technology with Lena. Lena has the capacity to be in multiple locations around the world at lightning speed, offering a dynamic and up-to-date view of various destinations. Although Lena herself is virtual, she uses real images to show the beauty and culture of different places around the world. 

A test panel of 2,000 respondents chose Lena as an AI Explorer and new face of TUI from five profiles. The respondents embraced the possibilities Lena can offer them. However, it was made clear that transparency is a prerequisite, Lena must clearly state that she is AI. Needless to say, she will indicate this in all her posts and blogs.

Lena is a valuable addition, not a replacement

“Lena is not replacing any of our current influencers, but is a valuable addition to our team," says Roosmarijn Quartier, Director Marketing & Distribution Support TUI. "With Lena, we can inspire and inform our clients even faster and more clearly about the most beautiful travel destinations. Her ability to be quickly on the ground and use real images offers great opportunities." fills Ana Henriques, Head of Marketing Communications TUI to.

Lena has been brought to life by content agency Trojan Monkeys, which is responsible for both the development and production of this unique AI Explorer. "By embracing AI like Lena, brands can be more responsive to their customers' needs but also engage them. This is not only a technological innovation but also a shift towards a more dynamic customer experience." said Auke van Rossum of Trojan Monkeys.

Kirsten Schilder is one of the well-known content creators who regularly travels for TUI. She too is enthusiastic; "AI is an interesting development in our industry. I am curious to see how Lena will develop. It is important that AI complements human creativity. I will definitely keep a close eye on the content and am curious to see what unique places Lena will tip off."

From today, you can follow Lena's adventures on TUI's social media channels: Instagram, Facebook and the TUI blog: www.tui.nl/smile/blog/lena-ai-explorer/. Followers can look forward to exclusive content, including virtual tours, insider tips and travel inspiration. Lena's adventures promise to add a new dimension to the way we discover and experience travel.