AI-generated food images are appearing on restaurant menus and promotional boards, offering businesses a quick and affordable alternative to professional photography. But when those images look unnatural, they may do little to make customers hungry.
In an online study published in Nature, psychologist and postdoctoral researcher Alexander Diel of the LVR University Hospital Essen and the University of Duisburg-Essen worked with an international team to test how people respond to AI-made food pictures. The 87 participants viewed 60 pairs of images, each showing the same food as both a real photograph and an AI-generated image. They rated how realistic each image seemed, how willing they were to eat the food, and how healthy and calorie-rich they thought it was.
On average, participants judged the AI images as less realistic and reported slightly less appetite for the food shown. Their assessments of its healthiness and calorie content did not differ between the two image types.
Diel suggested that images may be less appealing when they look too perfect, with unusually smooth surfaces or symmetrical shapes, or when they contain other visual errors. He also noted that people can be cautious about unfamiliar-looking food. Images with obvious anomalies, he said, may come across as off-putting.
The issue has also surfaced in restaurant listings. Lieferando, the ordering platform operated by Just Eat Takeaway, said a test of AI-generated images had produced some inaccurate results, including a chicken burger pictured with rice buns. The company said it had suspended use of the tool and was working to remove inaccurate images, while continuing to refine the technology.
Some businesses use AI because it is faster and less expensive than traditional design or photography. Germany’s hotel and restaurant association, Dehoga, also cited time and availability as reasons operators may turn to the technology, particularly for menus that change frequently. The association said there are no reliable figures on how common AI-generated menus are in Germany.
However, an AI image may depict a generic dish rather than the meal a restaurant actually serves. That gap can disappoint customers when the food does not match the picture. Dehoga described authenticity as central to the promise restaurants make to their guests.
Sources: t3n.