This past March, when Google began rolling out its AI Mode search capability, it began offering AI-generated recipes. The recipes were not all that intelligent. The AI had taken elements of similar recipes from multiple creators and Frankensteined them into something barely recognizable. In one memorable case, the Google AI failed to distinguish the satirical website the Onion from legitimate recipe sites and advised users to cook with non-toxic glue.
Over the past few years, bloggers who have not secured their sites behind a paywall have seen their carefully developed and tested recipes show up, often without attribution and in a bastardized form, in ChatGPT replies. They have seen dumbed-down versions of their recipes in AI-assembled cookbooks available for digital downloads on Etsy or on AI-built websites that bear a superficial resemblance to an old-school human-written blog. Their photos and videos, meanwhile, are repurposed in Facebook posts and Pinterest pins that link back to this digital slop.
Recipe writers have no legal recourse because recipes generally are not copyrightable. Although copyright protects published or recorded work, they do not cover sets of instructions (although it can apply to the particular wording of those instructions).
Without this essential IP, many food bloggers earn their living by offering their work for free while using ads to make money. But now they fear that casual users who rely on search engines or social media to find a recipe for dinner will conflate their work with AI slop and stop trusting online recipe sites altogether.
“There are a lot of people that are scared to even talk about what’s going on because it is their livelihood,” says Jim Delmage who, with his wife, Tara, runs the blog and YouTube channel Sip and Feast.
Matt Rodbard, the founder and editor-in-chief of the website Taste, is even more pessimistic. Taste used to publish recipes more frequently, but now it mostly focuses on journalism and a podcast (which Rodbard hosts). “For websites that depend on the advertising model,” he says, “I think this is an extinction event in many ways.”
The holiday season is traditionally when food bloggers earn most of their ad revenue. For many, this year has been slower than usual. One blogger, Carrie Forrest of Clean Eating Kitchen, told Bloomberg that in the past two years, she has lost 80% of her traffic.
Others, like Delmage and Karen Tedesco, the author of the blog Familystyle Food, say their numbers, and ad revenue, have remained steady – so far. They attribute this to focusing their energies less on trying to game the search engines than on the long-term goal of attracting regular followers – and, in Delmage’s case, viewers.
Tedesco’s strategy has been to create recipes that rely on her experience and technical knowhow honed by years in restaurant kitchens and as a personal…
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