Food delivery platform Just Eat has officially apologized and paused the use of an AI-powered tool designed to generate food images for its app. The decision follows a wave of criticism on social media platforms, where users shared screenshots of AI-generated images that appeared distorted, unappetizing, or factually incorrect regarding the food being advertised.

In a statement, a company spokesperson confirmed that Just Eat is in the process of removing the inaccurate images from its platform. The company has also halted the further rollout of the AI tool to evaluate its performance and address the technical shortcomings that led to the public backlash. While the company did not provide a specific timeline for when or if the tool might return, the move marks a significant retreat for the brand's attempt to integrate generative AI into its consumer-facing interface.

The incident highlights the growing pains companies face when adopting generative AI for marketing purposes. While AI tools are often marketed as a way to streamline content creation, the Just Eat case demonstrates the risks of automated systems producing low-quality or misleading visual content that can negatively impact brand reputation. The company is currently focusing on rectifying the existing errors and assessing how to better manage automated content generation moving forward.