Thai Tourism Officials Deny AI Use in Viral Lisa Image After Online Backlash
Bangkok —
Thailand’s tourism authority has pushed back against claims that artificial intelligence was used to create a viral promotional image featuring K-pop star Lalisa “Lisa” Manobal, after the highly polished visual sparked widespread debate online about the growing influence of AI in creative work.
The image, released under the Tourism Authority of Thailand’s (TAT) “Amazing Thailand” campaign, shows the Thai-born Blackpink star posed amid the pink blooms of Udon Thani’s Red Lotus Sea, also known as Talay Bua Daeng. Designed to promote the destination ahead of a broader tourism push, the poster quickly gained traction on social media — and just as quickly drew scepticism.
Within hours of its release, users questioned whether the image was computer-generated, with some describing it as “too perfect to be real.” Others suggested the visual bore hallmarks of AI imagery, while a separate group argued it was more likely the result of heavy retouching or computer-generated imagery rather than generative AI.
Tourism Authority Responds to AI Claims
As speculation mounted, TAT issued a public clarification denying the use of artificial intelligence in producing the image.
In a statement reported by the Bangkok Post on Friday, the agency said the visual was “a real photograph resulting from a filming and photography process” and stressed that “no AI image generation was used.”
The authority acknowledged that the image had undergone graphic enhancement to meet the campaign’s creative brief but said this was carried out using conventional design techniques by an experienced creative team. The process, TAT said, involved close coordination with Lisa’s management and was subject to final approval before release.
Officials framed the controversy as a misunderstanding driven by the image’s stylised aesthetic rather than the use of emerging technology.
Online Debate Reflects Broader AI Anxiety
The reaction, particularly among younger Thai social media users, highlighted broader unease over the expanding role of AI in visual media and advertising. Critics warned that increasingly polished imagery risks blurring the line between human-created work and machine-generated visuals.
Comments amplified by local media ranged from blunt criticism — “Doesn’t it look too AI, so fake?” — to more measured takes questioning the editing choices. Others defended the concept while calling for subtler post-production, with one widely shared remark reading: “Lisa is stunning, but please change the editing team urgently.”
The discussion mirrors a global conversation about authenticity in the age of AI, as audiences become more suspicious of images that appear overly symmetrical, hyper-real, or dreamlike.
Memes Add Fuel to the Fire
As the debate spread, the image was rapidly transformed into memes exaggerating its ethereal quality. Social media users replaced Lisa with other celebrities, fictional characters and pop culture figures, parodying what they saw as an overly “perfect” aesthetic.
One widely circulated version depicted Gandalf, the wizard from The Lord of the Rings, floating through the lotus-filled scene in front of a fantasy castle. A watermark on the image indicated it was generated using Google’s Gemini AI, underscoring the irony of AI tools being used to mock claims of AI misuse.
Despite the satire, tourism officials appeared unfazed. Coverage in The Nation quoted TAT representatives as suggesting that the meme wave had at least succeeded in drawing attention to the Red Lotus Sea ahead of the campaign’s full launch later this month.
Celebrity Soft Power Strategy
Lisa’s appointment as an “Amazing Thailand” ambassador forms part of a broader strategy by Thai authorities to deploy celebrity-led soft power to revive and diversify tourism.
As a member of Blackpink — one of the world’s most commercially successful K-pop groups — and a solo artist with a global following, Lisa represents a powerful marketing asset. Officials hope her involvement will spotlight both high-profile destinations and lesser-known regions, particularly among younger international travellers.
TAT said it would take public feedback into account as it refined how it communicates about its creative process, while continuing to promote both its celebrity ambassador and Thailand’s tourism appeal.
Echoes of Wider AI Likeness Concerns
The controversy also reflects wider concerns about AI impersonation and the misuse of celebrity likenesses.
In Thailand, public broadcasters and fact-checking organisations have previously warned about AI-driven scams using manipulated video and audio to impersonate singers, actors and online influencers. Such deepfake content has been used to promote illegal gambling platforms and fraudulent investment schemes.
Internationally, similar cases have drawn attention to the issue. In 2023, US actor Tom Hanks warned fans that an online dental plan advertisement had used “an AI version of me” without permission. Around the same time, images resembling pop star Taylor Swift circulated in fake social media promotions claiming she was endorsing a cookware giveaway.
Against this backdrop, even officially sanctioned campaigns are increasingly scrutinised for signs of AI involvement — whether or not such technology is actually used.
For Thailand’s tourism authority, the episode serves as a reminder that in an era of generative AI, visual perfection can itself become a source of controversy.
