During a recent lunch break, Jill Sennett shared an AI-generated menu image from a Jamaican barbecue pop-up that depicted meats resembling leather belts with tiny beetles. The image, which she posted to her 26,000 X followers, was reshared by over 500 people who expressed disgust. Sennett, a 37-year-old nurse in Denver, called the trend a 'bad cultural thing,' noting that the images are 'horrific' and 'unappetizing.' Despite her distaste, she ordered chicken and macaroni and cheese, one of her only lunch options, and had eaten there before.

Consumers like Sennett are increasingly encountering AI-generated food images on restaurant menus and marketing materials. While some diners find the images unappealing and misleading, restaurants argue they are using the technology to cut costs amid high food and labor prices. A 2026 report from the National Restaurant Association found that 26% of restaurant operators use AI for tasks such as marketing, inventory management, and menu optimization. However, consumer backlash can be swift, as seen in San Francisco, where vandals graffitied a cafe’s AI-generated menu sign with the word 'seriously,' which owner Lyndsey Lozano deciphered. Lozano noted the response was 'not what we were expecting,' and the signage was meant to be temporary. She and her husband spent an estimated $700 to paint over the graffiti, according to SFGate.

Some restaurant professionals are weighing the pros and cons of AI in their businesses. Hunter Lewis, editor in chief of Food and Wine magazine, said he has seen restaurants grow by automating back-end operations, but emphasized that AI images should remain invisible to diners. 'They know what they want, and they know what is real,' he said. Meanwhile, Jamie Soja, a professional photographer in the Bay Area, noted that AI often misrepresents food texture, color, and lighting, making the images look unnatural. Tech companies like DoorDash are also integrating AI into their platforms, offering tools to enhance menu images while prohibiting misleading content. However, distinguishing between AI-generated and overedited images remains challenging, even for professionals.

Despite criticism, some restaurant owners, like Nila Norero Salvatore of Bella Cafe, find AI images effective for advertising. She said she hasn’t received complaints about the ChatGPT-designed signs and uses the technology for other tasks, such as writing reference letters. 'I think it’s a great way of advertising our products,' she said, acknowledging that some people argue AI isn’t natural. Brandon Hill, CEO of a design and marketing agency in San Francisco, expressed skepticism about AI images, sharing a photo of Bella Cafe’s menu with his 86,000 X followers. He noted that the images made him 'skeptical of what the actual meals will look like.'

Researchers are beginning to study the impact of AI-generated food images on consumer behavior. A 2024 study by Charles Spence, a University of Oxford professor, found that consumers generally preferred AI-generated images when they didn’t know they were machine-made. However, once informed, diners found the images less appealing. Spence also noted that AI often adds fat to food images, potentially influencing portion sizes and dietary choices. As AI becomes more prevalent in food marketing, the debate over its role in shaping consumer expectations and restaurant practices continues to evolve.