From whimsical sandwiches to shrimp shaped like doughnuts, artificial intelligence (AI) is making its way onto the menus of fast-food restaurants. Customers have been sharing photos online of food displays that appear surreal and artificial, possibly created using AI tools that make it easier and cheaper to produce visuals.
Some have likened the AI-generated food to what aliens might present as Earth cuisine, expressing disgust and suspicion towards the unusual textures and appearances. Concerns have been raised about the authenticity of such imagery, with some Toronto diners viewing it as a reflection of a restaurant’s values, deterring them from dining there.
While some consumers are put off by these images and worry about potential misrepresentations, restaurant industry insiders argue that AI technology helps cut costs in a financially challenging sector. Marketing experts suggest that when used thoughtfully, AI-enhanced imagery can be beneficial.
David Pullara, a marketing professor, emphasizes the importance of appealing food photography for attracting customers. He acknowledges the risks associated with poor-quality AI-generated images but believes that when executed well, AI can assist small restaurants in managing expenses.
Fez Mian, a marketing manager at The Fancy Induced Burger franchise, explains how they use AI to enhance food photos taken with smartphones for menu boards and marketing materials. By leveraging AI technology, the company has saved time and money previously spent on professional photography.
Concerns about potential false advertising arise from discrepancies between AI-enhanced imagery and the actual products. Experts caution against misleading representations, emphasizing the need for transparency in using AI technology for food marketing. Despite the convenience of AI, food stylists like Zoe Rousseau advocate for the authenticity and artistry of traditional food staging methods.
Rousseau believes that while AI may have its advantages, the human touch and attention to detail in food styling are irreplaceable. They express optimism that the pushback against AI-generated food images could lead to a resurgence in the demand for skilled food stylists and photographers in the industry.
