Brynjólfsson states that airline visibility in artificial intelligence-powered search engines depends on brand strength built long before a user enters a query. As travelers increasingly rely on AI tools for travel planning, carriers must establish recognizable, emotionally resonant brands to secure recommendations in automated results.
Building Brand Equity for AI-Driven Search
According to Gísli S. Returning to marketing fundamentals makes it possible to treat the brand as a primary tool for visibility. This strategy requires airlines to compete for attention within general user social media feeds rather than focusing solely on competitor airline promotions.
User-generated content plays an expanding role in shaping these digital environments. In response, Icelandair developed creative campaigns addressing the growing uncertainty surrounding online content and the difficulty consumers face when trying to distinguish between real imagery and artificial intelligence creations.
Creative Campaigns Fostering Authenticity
The inspiration for Icelandair’s recent marketing approach stemmed from a photograph capturing a volcanic eruption beneath the aurora borealis, which sparked debate among Facebook users regarding its authenticity. That public reaction led to a video featuring a skeptical character refusing to believe Icelandic landscapes are real.
According to Gísli S. The airline subsequently launched the “Really Bad Photographer” campaign, inviting individuals who consider themselves poor photographers to document Iceland’s landscapes. The initiative aimed to demonstrate that Iceland does not require flawless photography to appear extraordinary.
Integrating Technology and Human Marketing
While prioritizing brand authenticity, Icelandair continues to utilize technology to analyze search behaviors, website activity, booking data, social media conversations, and brand tracking. Gísli S. Brynjólfsson emphasizes that these tools help marketing teams understand travelers and strengthen human connections, noting that technology should make marketing more human rather than less human.
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