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The worldwide panorama of Muslim journey has basically modified within the post-pandemic period. We’re not speaking a few area of interest market however a few dynamic, quickly increasing demographic reshaping world tourism. We lately labored on a co-branded report with Have Halal, Will Journey (HHWT), which included an evaluation of 1.4 million information factors on mainstream and social media sources within the APAC area from 1st November 2024 – thirty first August 2025 to a major shift in trendy journey. Asia has emerged as the brand new epicentre for journey conversations, surpassing the Center East. As international locations search to draw this marketplace for financial progress, particularly amid declining tourism from different areas, the area has turn out to be crowded. For manufacturers and locations seeking to capitalise on the precise audiences, superficial efforts are not sufficient. Being genuine is the essential forex on this new world.
Prashant Saxena, VP of Income and Insights, for the SEA area introduced this report on the Have Halal, Will Journey Deep Dive session on “Courageous New World“ that noticed PR & Comms and advertising people from airways, accommodations and tourism boards to know what the most recent journey insights are and why Muslim journey is surging. We interacted with the attendees at our sales space to introduce them to our media monitoring and viewers intelligence capabilities.
Strolling the speak: constructing culturally inclusive infrastructure
Locations and types are “strolling the speak” by transferring past advertising campaigns to tangible, on-the-ground funding. Nations are actively creating Muslim-friendly infrastructure, together with airways, accommodations, and fee platforms, to cater to this inflow of vacationers. This doesn’t imply offering solely fundamental companies, however fairly aiming to be as culturally inclusive as attainable by embedding Muslim-friendly concerns into the journey expertise. That is additionally partially exacerbated by the decline in Chinese language travellers to Southeast Asia, which has led to nations on this area attracting Muslim vacationers and them as the most suitable choice, seeing how a lot of a muslim crowd there already is domestically.
For instance, Vietnam is constructing a complete Halal tourism ecosystem with the objective of building Muslim-friendly zones in its capital by 2030. Equally, the Philippines has rolled out halal-accredited institutions and important companies like healthcare and finance , whereas Australia is mainstreaming halal meals alongside different moral/life-style selections like ‘vegan’ and ‘gluten-free’. This adjustments the narrative, displaying a deep dedication that resonates way more powerfully than a easy welcome.
Proudly owning the narrative by navigating traveller issues
The need is for manufacturers and tourism locations to take management of the story, even when there are points. The chance is immense, however travellers are aware of challenges. Conversations round rising prices and scams have dominated on-line discussions, significantly in Southeast Asia. Nations like Malaysia and Turkey have seen unfavorable sentiment as a consequence of points with halal certification and journey scams, which erode belief at a foundational degree. In Indonesia, some even hyperlink inflation to the regulatory burdens of halal certification on small companies.
One of the best ways for manufacturers and tourism teams to handle these issues is to obviously clarify what they’re doing to repair them. Admitting there are issues exhibits duty and helps construct belief by proving they take heed to vacationers. Expertise, like apps for faith-based companies, is useful, however it isn’t sufficient by itself. They should be backed by clear motion on the bottom.
The authenticity playbook: a strategic information to help genuine communication
Manufacturers want to know that in an more and more digital world, audiences are extremely alert to alerts of what feels “actual”. The report introduces an “authenticity playbook” that outlines key cues that form whether or not audiences belief and have interaction with content material. The evaluation exhibits that social media posts with extra authenticity cues or alerts have increased engagement charges.
To profit from this, manufacturers ought to create methods which are each environment friendly and deal with the human qualities individuals care about. Communication from manufacturers or leaders ought to embrace:
- Cultural anchoring: Manufacturers ought to do extra than simply make small gestures. They will provide helpful guides for halal meals, level out easy-to-find prayer areas, and spotlight actually inclusive experiences. For instance, AirAsia understands its viewers and operates many flights between international locations with massive Muslim populations. The airline makes its message clear by particular offers, collaborations with influencers, and partnerships with on-line journey businesses to supply one of the best packages, whereas additionally selling halal meals and Muslim-friendly companies.
- Endorsement and validation: Manufacturers ought to work with trusted Muslim journey influencers and, much more importantly, encourage common vacationers to share their tales and opinions. This type of social proof is far more plausible than conventional advertisements.
- Constant voice: Manufacturers want to keep up a dependable, acquainted tone throughout all communication channels. Being constant exhibits they’re secure and dedicated, which helps construct a powerful model picture over time.
The Muslim journey market is evolving with sophistication and function. Travellers as we speak are on the lookout for extra than simply halal meals choices. They’re looking for digital detox retreats impressed by Islamic values, regenerative tourism that helps native communities, and secure areas for solo feminine vacationers. For locations and types, the trail ahead requires an genuine and strategic dedication. Those that grasp the artwork of real connection and persistently “stroll the speak” won’t solely seize a share of this thriving market however will even earn its most precious asset: belief.
Serious about studying how Isentia may also help? Fill in your particulars beneath to get entry to our newest co-branded report on “Muslim Journey Pulse: evolving viewers notion on Muslim meals, journey and commerce” and skim extra about our cues designed to measure model authenticity.
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Muslim journey within the trendy period: how manufacturers cater to serve cultures extra inclusively
Be taught the key cues or alerts that assist PR leaders and types measure authenticity, to cope with repute dangers and rebuild belief.
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Throughout reputational crises, many manufacturers discover themselves pressed into methods which are solely reactive. Nonetheless, a greater understanding of a model’s viewers and stakeholders – how they impart and what they worth – would empower manufacturers and the groups operating their messaging to reply extra authentically, serving to comms land in the precise manner on the proper time.
With AI content material taking on viewers information and social feeds, model management should spend money on making a framework that really measures authenticity.
Prashant Saxena, VP of Income and Insights, for Isentia (SEA area) in his analysis paper on “Authenticity within the age of AI” has recognized cues or alerts that audiences subconsciously search for when figuring out if a social publish is written by a human or digital influencer. Understanding these cues offers manufacturers and PR leaders a a lot wanted guide or playbook that guides them with the content material audiences count on to eat. These equip us with a sensible roadmap with clear implications for AI governance and digital literacy amidst the office and audiences.
Why is authenticity in disaster?
There’s a belief hole, as audiences present declining religion in manufacturers and their management. A few of these components are extremely polarised, comparable to differing responses to CEOs and their half in society. However probably the most common, and nascent, problem to model belief seems to be the rollout of AI. Companies are actually beneath the microscope, with adjustments to enterprise fashions, substandard service and inauthentic communications all prone to be blamed on management groups haphazardly implementing AI options.
Astronomer’s former CEO Andy Byron and the controversy on the Coldplay live performance has added to this decline in belief and all of the extra underscores an authenticity disaster. Submit the controversy, there was a pretend apology assertion that was circulated on X and different social media platforms. The corporate needed to launch an announcement saying that the apology was the truth is pretend and was concocted by somebody who needed to fulfill viewers sentiments. That is very telling in that, audiences will all the time be extra interested in content material that conforms with their views and would settle for something at face worth with out having the necessity to truth examine.
This underpins the necessity for manufacturers to be as genuine as attainable on the subject of responding to disaster.
Cues in motion
Audiences are extra alert than ever to alerts of what feels real on-line. These delicate markers, from factual accuracy and cultural relevance to tone, consistency, and timing, affect whether or not individuals belief a model’s message, interact with it, or scroll previous.
Our evaluation of management posts on social platforms reveals a sample. The extra authenticity cues a publish displayed, the upper the engagement it obtained. It’s not about counting on one sign however about layering a number of ones collectively. Posts that confirmed id, accuracy, emotional expression, and consistency outperformed those who didn’t. For manufacturers, this perception affords a sensible takeaway. Each publish might be examined towards these cues. The nearer the content material aligns with them, the extra doubtless it’s to spark significant engagement. When conversations are filtered by these markers, probably the most beneficial viewers suggestions comes into focus, the sort that helps manufacturers modify methods and join extra deeply with individuals.
how tech leaders publish on LinkedIn exhibits simply how highly effective authenticity cues might be. Piotr Skalski’s celebration of hitting 30,000 GitHub stars mixed id, visuals, group validation, and extra – and it drew the very best engagement. Tay Bannerman’s publish leaned on accuracy, cultural perception, and emotion, incomes barely much less traction, whereas Oliver Molander’s tackle ChatGPT carried fewer cues total and noticed the bottom engagement of the three. This comparability highlights how posts with a richer mixture of cues are likely to resonate extra, whereas these with fewer alerts wrestle to spark the identical response.
Authenticity isn’t one-dimensional. It’s constructed from many layers, and types that steadiness the dimensions and effectivity of AI with recognisable human alerts will stand out. Those that handle each can obtain extra by constructing belief, relevance, and long-term human connection. Ching Yee Wong, VP of Communications, APEC at Marriott Worldwide stated, “AI can improve planning and proposals, however the human ingredient stays central to the expertise. Expertise helps effectivity, whereas cultural sensitivity and private care should stay human-driven.”
How the launch of Chat GPT-5 didn’t conform with viewers expectations
The GPT-5 launch was not one of the best. The expectations had been so excessive, that audiences knew it was certain to disappoint. Why was it less than mark? The net vocal customers of a model are the spokespeople that the model didn’t select. These audiences are loyal customers of the product and in trade, they count on that the model present them with what they want. The financial facet turns into irrelevant if the model delivers.
When OpenAI launched GPT-5, many long-time customers felt let down. The choice to merge earlier fashions into one model was seen by some as a cost-cutting transfer, and the frustration was loudest among the many platform’s most loyal viewers. Operating these reactions by our authenticity cues confirmed a transparent hole in cultural relevance. The discharge didn’t replicate the expectations or norms of its most vocal customers. That’s an essential lesson for manufacturers and leaders – audiences need to really feel heard. One of the best ways to attain that’s by analysing on-line conversations by these cues, which might reveal what individuals actually count on and information learn how to reply.
Serious about studying how Isentia may also help? Fill in your particulars beneath to get entry to our newest Authenticity Report and skim extra about our cues designed to measure model authenticity.
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The way to rebuild model belief by genuine communication
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Mass AI-generated content material has overwhelmed our social feeds, and that has set a way of panic amongst PR leaders. Model communications had been difficult earlier, however this has been exasperated even additional by AI content material. Audiences have been left confused, whether or not or not it’s not having the ability to differentiate between actual and pretend personalities on-line or pretend statements being circulated to mislead audiences. This has stored management questioning how they will minimize by and impression their goal audiences who’re, in the mean time, overstimulated with AI-driven content material.
We analysed 30M information factors between 1st January 2025 – twelfth August 2025 globally on social and mainstream media like X, Boards, On-line information, LinkedIn, TikTok, Instagram and Fb. We checked out actual world instances of how audiences have been misled to consider one thing is actual, and the way this began a domino impact on the content material being consumed by the world as we speak.
The rise of artificial content material outranks fact-checkers by a mile
Artificial media has taken over the web and viewers feeds have been flooded with unrelated and unreliable AI content material. What’s essential to notice is that, with mass AI content material, unreliability can result in getting right into a harmful spiral of consuming nonsensical content material that doesn’t profit anyone. In consequence, audiences have began to defend the content material they see by desirous to solely subscribe to what conforms with their expectations. With a decline within the variety of fact-checkers, misinformation and disinformation have turn out to be rampant.
An actual phrase case was when within the US a squirrel named Peanut “P-Nut” was given euthanasia for being illegally stored by a US citizen, a pretend assertion by President Donald Trump, in disagreement with the euthanasia by the authorities, was broadly circulated on X. Audiences sympathised with this assertion and stood by Trump, going so far as gathering assist to make him the subsequent President. This was a snowball impact, and the rationale this occurred was as a result of the audiences had a public determine assist what they had been already considering and Trump’s assertion conformed with their expectations. Though the assertion didn’t have any AI-involvement, it has turn out to be a living proof to know how audiences understand AI content material. In the event that they like what they see, whether or not it’s human or AI, not a second is spared to substantiate its authenticity.
Digital influencers are creeping in on social media feeds
Mia Zelu, a digital influencer, grew common throughout this yr’s Wimbledon. On her Instagram, she had uploaded a photograph carousel that appeared like she was bodily there on the All England Membership having fun with a drink. At first, she appeared actual, however the media and audiences rapidly questioned it. She posted the pictures in July of this yr through the match with a caption, however was fast to disable her remark part including to the thriller and debate. There was a number of on-line backlash with audiences clearly annoyed with how simply deceiving this may very well be. Regardless of the backlash, her follower rely grew and her account now has about 168k followers.
The conversations round AI influencers is just simply starting and raises critical questions on authenticity, digital consumption and the way AI personas can actually have an effect on viewers perceptions – with out actually current.
AI means manufacturers are working in an area of diminished belief
In response to the AI Advertising and marketing Benchmark Report 2024, the belief deficit immediately impacts model communications methods, as 36.7% of entrepreneurs fear concerning the authenticity of AI-driven content material, whereas 71% of shoppers admit they wrestle to belief what they see or hear due to AI.
Audiences should not rejecting AI outright, however the opacity round it may very well be harmful, making their confidence in AI as a instrument shaky. That is the place PR leaders have to make genuine communication a necessity and never only a “nice-to-have”. In instances the place audiences are doubting whether or not a message was written by a human or a machine, the worth of real and honest human-driven storytelling rises.
Actual-world situations the place AI as a instrument misses
Scepticism in direction of AI doesn’t simply come from high-profile controversies. It exhibits up in small, on a regular basis moments that frustrate audiences and remind them how fragile belief might be.
- Grok’s picture blunder: A broadly shared picture of a younger lady begging for meals in Gaza was wrongly tagged by Grok as being from Iraq in 2004. The error unfold rapidly throughout platforms, fuelling anger about misinformation and elevating questions concerning the reliability of AI instruments.
- McDonald’s drive-thru glitch: A buyer within the US posted a TikTok displaying how AI at a drive-thru added 9 additional candy teas to her order. The error attributable to crosstalk from one other lane, might sound trivial, however it highlights how automation can fail at easy duties and the way simply these failures go viral when shared on-line.
- Air Canada chatbot case: A buyer looking for details about bereavement fares was misled by the airline’s chatbot. When the corporate was requested to elucidate this, they claimed the chatbot was “answerable for its personal actions.” A Canadian tribunal then, rejected this defence and ordered Air Canada to compensate the passenger. The incident drew widespread protection, reinforcing public issues that companies are over-relying on AI with out accountability.
Audiences count on to eat “extra actual and fewer pretend”
The November 2024 Coca-Cola vacation marketing campaign controversy exemplifies how rapidly AI-generated content material can set off shopper backlash. When Coca-Cola used AI to create three vacation commercials, the response was overwhelmingly unfavorable, with each shoppers and artistic professionals condemning the corporate’s determination to not make use of human artists. Regardless of Coca-Cola’s protection that they continue to be devoted in creating work that includes each human creativity and expertise, the incident highlighted how AI utilization in inventive content material might be perceived as a betrayal of brand name authenticity, significantly devastating for a corporation whose vacation campaigns have traditionally celebrated human connection and nostalgia.
This type of response to a multinational firm actually units the document straight round what audiences count on to eat. PR leaders and entrepreneurs have to tread rigorously when creating content material, ensuring there is no over-dependence on AI and that’s apparent for anybody to level out there is no such thing as a human creativity. Authenticity is in disaster solely once we let go of our management round AI. This mandates a necessity for extra fact-checkers and extra audits round manufacturers and management.
Serious about studying how Isentia may also help? Fill in your particulars beneath to entry the complete Authenticity Report 2025 that uncovers cues for measuring model and stakeholder authenticity.
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AI has saturated viewers information and social feeds
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Unreliable AI content material is on the rise and fact-checkers have frequently declined, that has made any content material’s on-line authenticity questionable. Misinformation is rising and undeniably on an upward development. How can PR leaders navigate a world the place AI is difficult authenticity?
With digital influencers creeping up, pretend statements of leaders being circulated and probably the most well-known LLM not dwelling as much as buyer expectations, audiences have checked out and discover it arduous to consider what’s actual. Mass AI-generated content material is including to the difficulty, and shortly manufacturers and leaders have to strategise how this may be dealt with.
To entry these insights, merely fill within the kind beneath:
On this report we discover:
- Rise of unreliable mass-generated AI content material
- Why confidence in PR leaders is slipping
- Viewers cues that assist navigate reputational challenges
Contact us to find extra insights across the newest happenings within the social and mainstream area and the way leaders are navigating this altering media panorama.
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