Adnan Ahmed

One of the few places where Apple Intelligence actually makes a difference. By Adnan Ahmed Adnan Ahmed for Engadget

By Adnan Ahmed Nicola_K_photos/Shutterstock Add SlashGear on Google: Google Discover

These tablets are the last ones released before Samsung's more generous support policy. By Adnan Ahmed tinhkhuong/Shutterstock

Frasers Property Enhances The River Opus's Vision In a landmark move that underscores the transformative vision of Singapore's real estate

Anticipate Exceptional Living at The River Opus Destined to set a new benchmark in luxury living, The River Opus offers a unique opportunity for discerning homeowners and investors.

By Adnan Ahmed Adnan Ahmed/SlashGear Add SlashGear on Google: Google Discover Battery anxiety is real.

By Adnan Ahmed Framesira/Shutterstock Add SlashGear on Google: Google Discover

By Adnan Ahmed Javi_indy/Getty Images Add SlashGear on Google: Google Discover

Destination management organisations (DMOs) are rapidly adopting generative artificial intelligence (AI) to engage tourists, yet little is known about how this adoption shapes sustainable destination brands. This study proposes and tests a sequential mediation model linking Generative AI Adoption (GAIA) to Green Destination Branding (GDB) through brand image, self-brand congruity, positive experience, and brand authenticity, and through the second-stage mechanisms of destination anthropomorphism and perceived warmth. Data were collected from 400 international tourists who had engaged with AI-powered destination platforms and analysed using partial least squares structural equation modelling (PLS-SEM) in SmartPLS 4.0. GAIA significantly strengthened brand image, self-brand congruity, and positive experience, each of which activated destination anthropomorphism; anthropomorphism in turn strongly predicted perceived warmth, which fully mediated the path to green destination branding. GAIA did not significantly affect brand authenticity. The findings integrate AI adoption, humanisation, and sustainable branding into a single framework and offer DMOs actionable guidance for deploying AI in ways that build, rather than erode, green brand credibility.

When it comes to tech, most don't think too much about how things like NPUs and GPUs work. But the differences between them is more important than you think.