Tennessee Launches 'Real Seal' to Certify AI-Free Tourism Photos

The Tennessee Department of Tourist Development has introduced the 'Real Seal,' a certification program guaranteeing that tourism photographs have not been generated or substantially altered by artificial intelligence. The initiative, announced in July 2026, aims to combat deceptive AI imagery and promote authentic depictions of the state's landscapes. Commissioner Mark Ezell emphasized that 'what you see is what you get,' with each certified image including exact coordinates, photographer credit, and camera details. Basic edits like color grading are allowed, but AI-based content filling, style transfer, or structural alterations are prohibited. The program is the first of its kind in the U.S., and Ezell hopes other states will adopt similar measures. Photographer Jared Kreiss, whose work appears on the site, praised the campaign for preserving authenticity. Tennessee's tourism sector has seen record growth, with 147 million visitors and $31.7 billion in spending in 2024, a 36.6% surge since 2018.