99Food is reassessing its menu moderation guidelines after several restaurants reported that their actual product photos were replaced by images generated or altered by artificial intelligence (AI), even without the establishments' permission.
Merchants report that the problem persists even after the original versions are recovered, as the platform may modify the images again, forcing restaurants to repeatedly redo their menu review.
Complaints surfaced on social media and Reclame Aqui starting in April. Local owners argue that such modifications can result in delivered food being different from what is shown, causing customer dissatisfaction and requests for refunds.
The contract signed between the platform and the restaurants allows for the enhancement, editing, or replacement of item photographs, including the use of AI. The justification presented by the platform is to elevate the technical quality of the images and ensure they accurately reflect the ingredients used in the dishes.
However, this same document imposes certain rules: the platform must electronically notify the establishment before any substitution and must clearly and visibly signal to the consumer which images were created or improved by AI. Additionally, restaurants retain the right to remove or change these photos at any time.
The contract also transfers to the establishments the responsibility of confirming that the delivered products correspond to the descriptions and images displayed in the application. In practice, this places merchants in a delicate position, as they must manage any discrepancies between consumer expectation and the received item, even when the platform itself made changes to the photos.
One cited example is a chocolate shop located in Santo André, SP. Designer Kevin Oliveira, who manages the location through his sister-in-law and fiancée, has faced this issue since the beginning of the year. He informed Folha de S.Paulo that despite contacting the company in July to complain, the situation was not resolved. Oliveira stated: 'We sent them a message in July about this and they still haven't resolved it. Every time we upload a photo, they upload a similar one made by AI.'
Oliveira also highlighted that these changes negatively affect customer relationships, as consumers may receive something different from what was shown in the app. He added: 'It causes a lot of problems because, when someone places an order, the image has already been changed without us knowing. If the customer wants a refund, we have to give it, in addition to damaging the store's image.'
While reviewing its moderation criteria, 99Food needs to find a balance between using AI to optimize menus, maintaining visual fidelity, and respecting merchants' control over the presentation of their products. Olhar Digital contacted 99Food awaiting an official statement.


