AI videos spread 'wrong impression' of WA's north, tourism operators say

Tourism operators say AI videos spread 'wrong impression' of WA's north Mon 1 Jun 2026 at 12:27pm In short: AI-generated videos posted to social media are claiming to portray locations across Western Australia's north. Tour operators say the videos misrepresent the Kimberley region, and threaten the preservation of Indigenous culture. What's next? Experts say better regulation is needed to monitor and identify AI content across social media platforms. Fictional retreats and freshwater crocodiles somehow sunbathing atop 50-metre-high cliffs are among the AI-generated images claiming to represent Western Australia's north. The AI creations are being shared on social media, and tourism operators in the Kimberley region worry that they give the wrong impression of their home and culture. "I cringe when I see AI-generated things selling Broome as something that it's not … it's fake, untrue, and it's lacking integrity,"Broome local and Yawuru man Bart Pigram said. On one such account, called Australia Hidden Gems, a video was posted claiming to show a Kimberley "cliffside retreat" that does not exist. It has attracted more than 600,000 views. Another video depicts "sunbathing freshwater crocodiles" atop the Kimberley's Devonian limestone reef, which, in reality, rises at least 50 metres above the water. 'Lacking authenticity' Kimberley tour operator Johani Mamid said the videos were misrepresenting the region. "They were trying to replicate something like [the] Kimberley, but to me, they looked more American-style," he said. "You can see these crocodiles that didn't look real either … they look like they're all floating." The Yawuru, Karrajarri, Nyul Nyul and Bardi man has experimented with AI tools to create content for his business, but said artificial portrayals of land or culture should not be presented as authentic. "People who've never been to the Kimberley might believe that's what it looks like in those scenic shots,"he said. A WA Department of Biodiversity Conservation and Attractions spokesperson said visitors were encouraged to refer to official sources, including the Explore Parks WA website and Facebook page. "By using reliable information and planning ahead, park visitors can experience the real beauty of the region safely and responsibly," they said. AI-generated culture Another video shared by a separate account, Aussie AI Lens, shows an AI-generated avatar impersonating an Indigenous person. The avatar and voice over describe pearling history around Broome and the Torres Strait throughout the video. Mr Pigram worked in Broome's tourism sector for years, and said the content was not an authentic representation of Indigenous history. "[AI] is going to be a massive challenge heading into the future when we're trying to preserve the authenticity of our culture and language," he said. Mr Mamid said the shells in the video did not resemble the correct Pinctada maxima shell, and the video did not portray the gruelling conditions faced by Indigenous divers at the time. "I don't mind these types of videos that teach people about history," he said. "But at the same time, we've got to get better at doing it so that people really understand what it was like." The voice over mentions the "harsh" conditions divers face, but the video shows the avatar swimming in crystal-clear, calm waters. Mr Pigram said country was sensitive to Indigenous people, and AI content was "taking away the true essence of the location". "We've got wonderful photographers, both local and abroad, that can take the true photo," he said. Mr Pigram now works as a language coordinator and says AI threatens efforts to preserve Indigenous languages and accurate pronunciation. "We work tirelessly all across the country, our language groups and our people, to try and keep it as authentic as possible … AI is just another hurdle,"he said. 'Far from misinformation' In response to the ABC, Aussie AI Lens accepted that it used AI-generated characters as visual representation, but said its content was "far from misinformation". "Every topic is based on verified, publicly available data and research, and we do not use clickbait tactics," the account said. "We never intend to spread any misinformation or misrepresent anyone." Australia Hidden Gems did not respond to questions put by the ABC. Tama Leaver, a professor of internet studies at Curtin University, said often the motivation behind these sorts of posts was to attract clicks. "This might simply be a way of creating what is essentially original content, content that you don't need to pay for or to attribute a photographer for," he said. Mr Leaver said the videos were "not terribly good", but the technology would only become more convincing in the future. "It is going to get more difficult when stories, places and people's likenesses get appropriated and used in ways that were neither imagined nor authorised by them." He said there was a global need for better AI regulation on social media, with labelling and authentication systems.