Just Eat said sorry after images generated by an artificial intelligence tool on its platform were criticised online for being inaccurate and misleading. The company confirmed it was taking immediate steps to remove images identified as incorrect and had halted the broader rollout of the feature.
Company response
A spokesperson for Just Eat said the firm was removing the inaccurate AI images and pausing the tool’s deployment while it addressed the problem. The statement followed a wave of comments and mockery on social media drawing attention to the discrepancies between the pictures and the actual dishes.
Public reaction
Posts on social networks spotlighted the errors and questioned the reliability of automatically created visuals in a consumer-facing setting. Users and commentators expressed frustration that images meant to represent menu items did not match customers’ expectations, which organisers said risked undermining trust between restaurants, delivery platforms and consumers.
Wider context
The incident highlights broader challenges companies face when deploying generative AI in customer-facing products, including maintaining accuracy, preserving authenticity and managing user expectations. Firms across sectors have increasingly experimented with AI-generated content, but missteps have prompted calls for stronger quality controls and clearer disclosure.
Just Eat’s decision to remove the disputed images and pause the tool’s rollout signals an immediate effort to contain the issue while it considers next steps. The company’s next actions and any technical or policy changes it implements to prevent similar problems have not been detailed in the statement.