Our use of AI in food imagery
We use artificial intelligence (AI) as part of our visual content creation and editing process.
Some images on our website are based on photographs of real food and may be enhanced using AI-assisted editing. This may include adjustments to lighting, colour, clarity, composition, backgrounds, shadows, or other visual elements. These images are intended to represent the dishes featured, but the final image may differ from the original photograph or from the exact appearance of the food when prepared or served.
Some other images are generated entirely using AI. These images are not photographs of the actual food and are created for illustrative and visual presentation purposes. An AI-generated image may therefore differ from the actual appearance, ingredients, portion size, texture, or presentation of a dish.
We aim to use AI responsibly and transparently and to make the nature of AI-generated or AI-assisted imagery clear to our visitors.
Where applicable, AI-generated imagery is identified as such.
Why we disclose the use of AI
We believe visitors should be able to understand when visual content has been created or materially modified using AI. This disclosure is part of our commitment to transparency and follows the applicable requirements of the EU Artificial Intelligence Act.
The EU AI Act’s transparency rules concerning certain AI-generated and manipulated content apply from 2 August 2026. In particular, the Act requires disclosure of AI-generated or manipulated image, audio or video content where it constitutes a “deep fake”. The European Commission’s guidance explains that these obligations are intended to help people distinguish artificially generated or manipulated content from authentic content.
Our use of AI for ordinary image enhancement does not necessarily fall within the definition of a deep fake. Nevertheless, we provide this general disclosure so that our visitors understand how AI may be used in our visual content.
Important information about AI-generated food images
Photorealistic AI-generated food images can look like photographs even when no photograph of the depicted dish exists.
Unless an image is identified as a photograph or otherwise indicated to represent actual photographed food, visitors should not assume that a photorealistic image is a photograph of the exact dish being described.
AI-generated images are intended to illustrate the food, recipe, dish, or concept and should not be relied upon as an exact representation of the food as prepared or served.
Our approach
We aim to use AI to improve the visual quality and presentation of our content while maintaining transparency about its use.
We may update this disclosure as AI technology, industry practices, and applicable legal requirements develop.
