Just Eat apologises for AI food mistakes after social media ridicule

Just Eat has found itself at the center of online mockery following a series of errors involving AI-generated images created for some restaurant menu items. The food delivery service had implemented artificial intelligence technology to produce pictures for dishes that lacked existing visuals, but the results were often unexpected and perplexing. Examples included bizarre depictions such as bacon and eggs floating in a glass of cola, an apparent mix-up between “soda” as a drink and “soda bread,” as well as muffins visibly stuffed with potato chips.

Responding to the backlash, a spokesperson for Just Eat explained that the company collaborates with thousands of local eateries, providing professional photography for their food imagery. They noted that the AI image trial was still in its early stages and admitted, “as with any new technology, it isn’t always quite right the first time.” The firm is taking measures to remove the incorrect AI pictures and has decided to pause creating more until further improvements can be made.

This situation underscores the challenges businesses may encounter when relying on AI to automate or streamline tasks, particularly when the technology misinterprets specific language or cultural references. The Just Eat UK subreddit has become a hub where users share the amusing and often confusing AI-generated food pictures. Despite the flaws, all AI-produced images on the platform are clearly labeled as such, and many of the quirky images remain visible on menus.

Among the more striking examples, a Belfast café’s bacon and egg soda bread was mistakenly illustrated as a fizzy drink containing the cooked ingredients suspended inside. Misspellings on menus contributed to the confusion too, such as an Instagram post showing garlic bread in the shape of an airplane—likely a mix-up with the word “plain.” Another oddity was the transformation of a “cheese roll” (bread with cheese) into sushi-like cheese rolls. While some social media viewers found these images amusing, others criticized the concept, pointing out that AI-generated images don’t replace the value of actual photos that help customers decide what and where to order. As one Instagram user remarked, “These ‘perfect’ AI versions just lead to disappointment if that’s what you think your meal will look like.”

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