TLDR: Consumer groups and experts are advocating for mandatory labeling of AI-generated food images on delivery applications due to concerns over misleading representations and erosion of consumer trust. The issue has sparked widespread debate among users, with some platforms already taking steps to address the problem.
The increasing use of artificial intelligence (AI) to generate food images on popular delivery platforms like GrabFood and Foodpanda is sparking significant consumer backlash and calls for mandatory labeling. Reports indicate that AI-generated visuals for dishes such as salad bowls, burgers, and traditional ‘mamak’ food are appearing on menus, leading to widespread consumer dissatisfaction.
Consumers, particularly in Malaysia, have voiced strong objections on online forums like Reddit, with many describing the AI-generated images as a ‘monstrosity’ and questioning their legality as potential false advertising. A significant number of users have stated they would actively avoid ordering from restaurants that employ such images, preferring real-life photos to set more realistic expectations for their purchases.
Nur Asyikin Aminuddin, Chief Operating Officer of the Federation of Malaysian Consumer Associations (Fomca), confirmed that her organization has received numerous complaints regarding the use of misleading AI-generated food images in delivery apps. These complaints surged last year, especially during festive seasons, and Fomca is actively gathering more data. Aminuddin emphasized that ‘Consumers have every right to speak up about misleading ads, especially when AI-generated photos are involved.’ She advocates for regulatory measures to prohibit or at least clearly label AI-generated food images for marketing purposes, believing this would foster transparency and enable consumers to make informed decisions, ultimately building trust within the food delivery industry.
Dr. Ridoan Karim, a lecturer in business law and taxation at Monash University Malaysia, acknowledges that food businesses have historically used idealized images. However, he notes that the rise of generative AI has heightened consumer awareness and skepticism. Karim points out that ‘AI tools can create visually appealing menus that set unrealistic expectations, as the images may be impossible to replicate in real life.’ While he sees AI as a ‘great equalizer’ for smaller businesses lacking resources for professional photography, he stresses that AI-generated images become problematic when platforms lack transparency about their use. He suggests that ‘using AI-generated images with mandatory clear labelling is sufficient’ for now.
Major food delivery platforms have begun to address these concerns. Grab Malaysia’s Terms of Service, updated on November 19, 2024, now includes a section on ‘AI-Generated Menu Descriptions,’ cautioning that these descriptions may not always accurately reflect ingredients or preparation, and places the responsibility on merchants to verify their accuracy. Grab Singapore previously experimented with AI-generated photos in 2023 to assist merchants. Other companies have taken more direct action: Indian food delivery giant Zomato removed AI-generated food photos from its app last August following customer complaints, citing a ‘breach of trust’ and increased refunds. Similarly, U.S. grocery delivery company Instacart removed AI-generated images last year after reports of ‘physically impossible compositions.’ Some GrabFood images already feature a ‘for illustration purposes only’ label when viewed in detail.
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Despite the growing calls for regulation, Dr. Karim highlights the difficulty in regulating rapidly evolving generative AI technology. He suggests alternative measures such as enhancing consumer review mechanisms to allow users to upload their own food photos and ensuring platforms do not delete negative reviews for transparency. Both Aminuddin and Karim encourage consumers to be proactive, file official complaints, and push for greater transparency regarding AI’s broader use on online platforms, beyond just image generation, to prevent its misuse in influencing purchasing decisions.
