The landlady of a popular country pub has issued a defiant response after facing criticism for using AI. In a social media post last week, the team insisted they are "not trying to deceive" customers with artificial intelligence.
The Church House Inn in Sutton, near Macclesfield, sits at the edge of Tegg's Nose country park and Macclesfield Forest. It is popular with walkers, real ale-drinkers and foodies, and many call in after a day exploring the local surroundings.
Landlady's 'small rant' over AI images
Addressing recent criticism over using AI-generated images to advertise some of its food, the pub's landlady Kristen issued what she called a "small rant", explaining that the reason for doing so was down to being a small, independent country pub that lacked the resources and time of a big chain.
She wrote: "Firstly, yes, we sometimes use AI images to help promote our menus and special offers. We’re not trying to hide that, and we’re certainly not trying to deceive anybody."
"What some people perhaps don’t appreciate is what actually goes into running a small, independent country pub. We’re not a big chain with a marketing department, a social media manager, a professional photographer and a team of people creating content."
"We’re publicans. We work incredibly long days, often 16 hours a day, seven days a week. We’re behind the bar, in the kitchen, serving customers, cleaning, ordering stock, managing staff, paying bills, dealing with suppliers and doing absolutely everything else that comes with keeping a small business afloat."
"And somewhere amongst all of that, we’re supposed to find time to professionally photograph every single dish we produce!"
No apology for using technology
She added: "Sometimes, quite frankly, we just don’t have the time. But 9 times out of 10 we do use images of our own food but when AI puts it in to a poster with wording or a message the image changes (see the pinned comment). We WOULD NOT put out an advert for our food that we could not replicate. We WOULD NOT mislead people that way."
Insisting that she makes "no apology" for using technology to promote the business, she went on to say the team's focus is on the food leaving the kitchen, the quality of the ingredients and the effort of their chefs. She also urged people who have not visited the pub to not judge them without trying their food.
She added: "An AI-generated picture doesn’t cook your dinner. Our chefs do. And here’s the thing that really frustrates me…"
"If you’ve never stepped foot inside our pub, never ordered a meal and never tasted our food, how on earth can you possibly judge its quality?"
"By all means, come and visit us. Order something from our menu. Enjoy the experience. And if the food doesn’t live up to your expectations, tell us! We will always listen to genuine, constructive feedback from people who have actually experienced what we offer."
"But sitting behind a keyboard criticising a small business you’ve never supported, based purely on a promotional image, seems terribly unfair."
Echoing the concerns of many small businesses up and down the country, she also added that there are enough challenges facing the sector without "people actively trying to discourage others from visiting them".
Support and criticism from commenters
"We work bloody hard. We care enormously about our pub, our customers and the food we serve. We’re not perfect, and we’ve never claimed to be. But we give this business absolutely everything we’ve got."
"So before you criticise a small business, perhaps consider the people behind it, the hours they work and the sacrifices they make just to keep the doors open."
"Do you comment on McDonalds posts? I haven’t had a burger that looks like their posters and adverts for about 30 years!!! Or is it just small businesses you like to irritate? Because we aren’t the ones with an £4.5 billion global marketing budget FYI."
Ending on a positive note, the landlady also used the post to thank those who continue to support and champion the pub, describing her loyal customers as "the reason we keep doing what we do".
The use of AI in restaurants, pubs, bars and other hospitality venues has increased in recent years, as the number of artificial intelligence platforms grows and it becomes used more regularly in everyday life. However, its use has caused debate on whether it should be used and whether it accurately reflects the product and offer of the venue.
A fellow business owner in support of the pub's post wrote: "Well said!! I too have been HEAVILY criticised for using AI to advertise my products, even though my products are NOT created with AI and have won awards 2 years on the run now for myself and my little business."
"Unfortunately these keyboard warriors have nothing better to do than cast judgement on those trying their utter best to succeed in this tough world. I 100% applaud u for standing up to them."
Another in support of the business added: "One of the many pubs in the area that serve great food, great beer and have welcoming friendly staff that needs to be supported not criticised, AI isn’t new, the technology that helps to produce content etc quickly has been around for years, I’m sure we’ve all heard of photoshop, same thing used for the same reasons only 'AI' makes it quicker, easier and cheaper to produce good quality advertising."
"Read Kristen’s post(s) the images are real, the final output is checked, stop criticising businesses that serve the community against a back drop rising costs, most of these keyboard warriors probably don’t know the first about running a business and probably live off takeaways delivered by Uber Eats, which they’ve probably selected from a menu generated by AI."
A commenter showing understanding for the situation but urging them to consider the impact on custom wrote: "I understand it’s hard to market your business but so many people actively avoid going to places what use AI. People would much rather a badly taken photo of good food, over the overuse of AI."
"Every now and then is manageable but for every post really puts people off sadly. I personally, will not go to a venue that uses AI. Like I said, a bad photo is better than an AI poster. It’s also better for the environment."
In a similar vein, another added: "Takes 10 seconds to take a picture of the real food. It's only personal opinion, but I won't go to anywhere that uses AI."
Another pointed out the impact on linked businesses such as designers, artists and illustrators. "I've been to your pub and really like it. I'd never stick my head out and criticise anyone publicly and understand your points, but I just want t say it's a really emotive issue."
"A lot of graphic designers and artists have found themselves suddenly out of business. It's a bit like if you suddenly woke up and everyone decided they wanted a virtual pub in an implant in their brain, and literally no one came to your business overnight. It affects a whole massive industry of creative people - and without creatives, we get the likes of Musk and Google running the place."
Responding directly, the pub took the comment in good grace, but doubled down on the huge issues also affecting hospitality, writing explaining they are being "hammered from every direction", due to rising wages, business rates, energy costs, food prices, and national insurance.
