The rise of AI-generated content, particularly in the form of recipes, has sparked a crisis for recipe writers and food bloggers. This issue is not just about the loss of traffic or ad revenue; it's an existential threat to their livelihoods.
When Google introduced its AI Mode, it began offering AI-crafted recipes, often cobbling together elements from various sources into something unrecognizable. The AI's lack of discernment even led to a bizarre incident where it suggested using non-toxic glue in a recipe, mistaking the satirical Onion for a legitimate source.
For bloggers, this is a double-edged sword. Their content, carefully crafted and tested, is being reproduced without attribution and in a distorted form. ChatGPT, for instance, often presents dumbed-down versions of their recipes, and AI-assembled cookbooks on platforms like Etsy further propagate this issue.
The legal system offers little protection. While copyright safeguards published work, it doesn't extend to sets of instructions, leaving many food bloggers vulnerable.
"It's an extinction event," says Matt Rodbard, founder of Taste. For websites relying on the advertising model, the impact is profound.
The holiday season, traditionally a peak period for ad revenue, has been slower than usual for many bloggers. Some have seen a significant drop in traffic, while others, like Karen Tedesco, have managed to maintain steady numbers so far.
Tedesco's strategy involves creating recipes that draw on her extensive experience in restaurant kitchens and as a personal chef. Her Italian meatball recipe, for example, is a detailed guide with advice on meat selection, the importance of milk-soaked breadcrumbs, and a video demonstration.
However, even Tedesco is concerned about the potential impact of AI. When she searched for "Italian meatballs" on Google, her blog appeared as the top result. But in AI Mode, her recipe was combined with nine other sources, creating a new, synthesized recipe. The AI-generated version lacked the unique details that make her recipe special.
Other bloggers, like Adam Gallagher, have noticed a decrease in actual site visitors despite an increase in Google link views. This suggests that users are content with the AI's interpretation of recipes, leading to a decline in direct site visits.
Tom Critchlow, from Raptive, believes it's not ads driving viewers away but Google's algorithm changes and AI Mode, making sites harder to find.
There is some hope. A survey by Raptive showed that as people interact more with AI, they become less inclined to trust it, with nearly half rating AI content as less trustworthy than human-made content.
Bloggers have limited options. They can block OpenAI's training crawler, but this may make them invisible to web searches. Moving to a subscription model, like Substack or Patreon, is another option, but it's a risky move for bloggers without a substantial following.
Rodbard suggests a revival of the traditional cookbook, offering a trusted, tested experience without the distractions of digital devices.
However, AI bots are not just targeting blogs; they're also stealing from published cookbooks. Meta's AI, for instance, compiled thousands of books into a dataset called Library Genesis, which unscrupulous publishers have since raided and repackaged for sale on Amazon.
As awareness of AI slop grows, Critchlow believes people will increasingly value human-produced content.
For recipe creators, the future is uncertain. "I'm putting my faith in that there's always going to be a segment of people who really want to learn something," says Tedesco. But the business of blogging is unpredictable, and they must adapt to survive.
