Background & Context§
The rapid adoption of generative AI tools across industries has brought undeniable efficiencies—but also a growing backlash when used carelessly in customer-facing contexts. One particularly visible trend is the use of AI image generators to create or redesign restaurant menus and signage. While large chains might afford professional designers, many small businesses with razor-thin margins are turning to AI tools like DALL-E, Midjourney, or Stable Diffusion as a cheap alternative. However, the results often produce uncanny, visually jarring images that undermine trust and alienate patrons.
The News: What Happened Exactly§
In a widely shared social media post, a Filipino-American diner recounts a disappointing visit to a Filipino/Hawaiian restaurant in Austin that had recently switched its menu to AI-generated images. The author, an artist who frequents small local businesses, noted that the menu now featured "disturbing uncanny-like" pictures of dishes—an aesthetic they described as "slop" and "ugly." The AI images failed to represent the actual food accurately; for instance, the adobo plate looked unappetizing in the AI rendering, leading the diner to order a different item (spamsilog) that turned out to be delicious in reality.
The post illustrates a core tension: the food itself was excellent ("tasted just like waking up at home and my mom cooking spam for breakfast"), but the AI-generated menu created a negative first impression that nearly drove the diner away. The author explicitly states that they would prefer a menu written in Comic Sans or Papyrus over AI-generated imagery, highlighting that the issue is not about perfection but about authenticity and care.
This incident is not isolated. The author notes seeing more and more small businesses adopt generative AI for signage, driven by tight budgets rather than a deliberate design choice. They attribute the problem to "complete ignorance" rather than malice—small business owners may not realize how off-putting these AI images are to customers, especially artists and designers who are sensitive to visual quality.
The post resonated widely, with many commenters sharing similar experiences. The restaurant in question, which was previously recommended and popular, now risks eroding the loyalty of its core customer base—people who value local, artisanal, and authentic experiences. The author's pivot to ordering spamsilog (a different dish) after seeing the AI adobo image demonstrates how poor visual presentation can directly influence purchasing decisions, even for regular customers.
Historical Parallels & Similar Incidents§
This backlash mirrors earlier controversies over the use of AI-generated art and copy in e-commerce and marketing. In 2023, a major fashion retailer faced widespread ridicule after using AI-generated models in its product photos, resulting in distorted limbs and unnatural poses that customers found disturbing. Similarly, several small businesses on Etsy were caught selling AI-generated artwork without disclosure, leading to customer outrage and platform policy changes. These incidents share a common thread: the AI output is often perceived as soulless and deceptive, damaging the trust that small businesses especially rely on.
Another parallel is the ongoing debate over AI in graphic design. In 2022, a popular craft beer brand used an AI-generated label for a limited-edition release. While some praised the novelty, many in the design community criticized the move as cheapening the craft aesthetic. The brand eventually issued an apology and committed to working with human artists for future labels. This case underscores that even well-intentioned AI use can backfire if the audience values human artistry and authenticity.
The lesson from these historical incidents is clear: while AI can save costs, it cannot replace the nuanced cultural and emotional understanding that human designers bring to visual branding. For restaurants, menu images are not just informational—they set expectations and convey the restaurant's identity. AI-generated images often lack the “soul” of real food photography, which aims to evoke appetite and warmth. The uncanny valley effect (a term from robotics describing the discomfort caused by nearly-human but not-quite-right representations) applies directly here: AI food images often look plausible at first glance but contain subtle distortions in color, texture, and proportion that feel “off” to the human eye.
A 2023 study in the Journal of Consumer Research found that consumers perceive products with AI-generated images as less authentic and less trustworthy, even when the product itself meets expectations. This aligns with the diner's experience: the real food was excellent, but the AI menu created a barrier to ordering. Small businesses, which thrive on personal connection and local trust, are particularly vulnerable to this perception gap.
The solution is not to abandon AI entirely but to use it thoughtfully—for example, generating initial concepts that are then refined by a human designer, or clearly labeling AI-assisted content. Some businesses have successfully used AI to create stylized icons or backgrounds while keeping food photography real. However, as the Austin restaurant case shows, a full swap to AI-generated images without quality control or disclosure can do more harm than good."