Are you going to ignore the AI-generated images and copy? This post reads as though no AI is used at all. AI-generated images should not be used if there are actual humans in a kitchen making actual food. Can you not get pictures of that actual food if it exists?
Thanks for this candid follow-up. Our philosophy is simple, AI should never replace the human craft of cooking. But it can help us in other areas, for example, AI assistance in design and operational workflows helps us bring new recipes to our menus more quickly which results in more variety. In our world, the more time and energy my team can spend cooking, tasting, iterating, and pushing flavor forward, the better our meals become. If using AI in certain operational or visual workflows gives us a bit more bandwidth to focus on the food itself, the thing our customers actually experience, that’s a tradeoff worth exploring thoughtfully. That said, I hear the concern loud and clear. We’re actively evaluating where AI adds value and where it risks diluting the story of the craft behind the scenes.
You're not responding the crux of the complaint which is that you are not using photos of the food that is allegedly cooked by real people, meaning we have no reason to believe it was made by real people.
My other point was that in this blog post you imply that AI is never used, which is dishonest. Do you understand these two points? Of course I cancelled my membership as have many others.
"If using AI in certain operational or visual workflows gives us a bit more bandwidth to focus on the food itself" Considering the context, this use of this ridiculus jargon is hilarious! Well, played Kristin!
If you can't be bothered to write your own post, why should I believe that there's any heart in the cooking? The AI generated images and recipes are out of control and there's next to no editing or refinement. It's sloppy and after years of HelloFresh I've finally canceled.
Also from Forbes: "Initially, AI created drafts while human editors drove the process. As confidence grew, humans shifted to review mode. As Ronen puts it, they rode "shotgun in the car" rather than behind the wheel."
Your own CEO said it best: "HelloFresh is transforming from a food company that does tech into a tech company that does food."
Using an LLM to generate your post only works against your point.
I can confirm our recipe developers develop, and have always developed all of our recipes. That will never change. This article shares that the AI tooling simply allows us the ability to deliver more of these finished recipes, with curated recipe cards to our customers, creating a larger menu and more variety. And, as I said in my article, “So consider this my open door, my hand on the cutting board, my reassurance as the person responsible for what reaches your dinner table, our recipes come from humans. From our senses. From our lived experiences. From long conversations around the tasting table. From trial and error, from “what if we…?” moments, from scribbles in notebooks, from the spark of something delicious we tasted on vacation or cooked with our grandmothers.”
What we do my friend, is deeply personal. We create food from the heart every day.
An LLM wrote this post, too lol. The Forbes article also admits "Initially, AI created drafts while human editors drove the process. As confidence grew, humans shifted to review mode. As Ronen puts it, they rode "shotgun in the car" rather than behind the wheel."
This post feels extremely condescending for users who have supported the business for years . Not to mention, the use of AI generated photos is embarrassing. Surely you’re not hoping to drive more customers to subscribing through advertising play-doh food or food that looks like it belongs in an animated movie?
I’m a 44-year-old AuDHD/Bipolar/Anxious tornado of a human with a brain that is fast, chaotic, and deeply creative in ways a blinking cursor could never keep up with.
AI doesn’t “write for me.”
It prevents my brain from exploding mid-sentence.
Shakespeare workshopped with his actors.
Stephen King’s editor reshapes his books.
Jodorowsky channels mysticism.
Lynch milks his dreams like cursed cows.
But I use an AI brainstorming partner and suddenly it’s “cheating”?
Nah.
Miss me with that.
My brain needs tools.
This is mine.
If that bothers someone, they can write their crap the way they want and leave mine alone.
Art isn’t diminished by the tools used to shape it.
Are you going to ignore the AI-generated images and copy? This post reads as though no AI is used at all. AI-generated images should not be used if there are actual humans in a kitchen making actual food. Can you not get pictures of that actual food if it exists?
Thanks for this candid follow-up. Our philosophy is simple, AI should never replace the human craft of cooking. But it can help us in other areas, for example, AI assistance in design and operational workflows helps us bring new recipes to our menus more quickly which results in more variety. In our world, the more time and energy my team can spend cooking, tasting, iterating, and pushing flavor forward, the better our meals become. If using AI in certain operational or visual workflows gives us a bit more bandwidth to focus on the food itself, the thing our customers actually experience, that’s a tradeoff worth exploring thoughtfully. That said, I hear the concern loud and clear. We’re actively evaluating where AI adds value and where it risks diluting the story of the craft behind the scenes.
You're not responding the crux of the complaint which is that you are not using photos of the food that is allegedly cooked by real people, meaning we have no reason to believe it was made by real people.
My other point was that in this blog post you imply that AI is never used, which is dishonest. Do you understand these two points? Of course I cancelled my membership as have many others.
also "the thing our customers actually experience" is so sassy for WHAT lol. The customers experience the false photos and AI-generated copy too!
"If using AI in certain operational or visual workflows gives us a bit more bandwidth to focus on the food itself" Considering the context, this use of this ridiculus jargon is hilarious! Well, played Kristin!
If you can't be bothered to write your own post, why should I believe that there's any heart in the cooking? The AI generated images and recipes are out of control and there's next to no editing or refinement. It's sloppy and after years of HelloFresh I've finally canceled.
Also from Forbes: "Initially, AI created drafts while human editors drove the process. As confidence grew, humans shifted to review mode. As Ronen puts it, they rode "shotgun in the car" rather than behind the wheel."
Your own CEO said it best: "HelloFresh is transforming from a food company that does tech into a tech company that does food."
Using an LLM to generate your post only works against your point.
Hey! You're lying!
There is an entire Forbes article about this - which even states:
"The system learned not just to generate recipes, but to produce directions that real people could actually follow."
The article is here:
https://www.forbes.com/sites/stephenwunker/2025/11/06/hellofreshs-recipe-revolution-why-ai-personalization-meant-redesign/
So AI is generating recipes and writing instructions. This is public information - shame on you!
I can confirm our recipe developers develop, and have always developed all of our recipes. That will never change. This article shares that the AI tooling simply allows us the ability to deliver more of these finished recipes, with curated recipe cards to our customers, creating a larger menu and more variety. And, as I said in my article, “So consider this my open door, my hand on the cutting board, my reassurance as the person responsible for what reaches your dinner table, our recipes come from humans. From our senses. From our lived experiences. From long conversations around the tasting table. From trial and error, from “what if we…?” moments, from scribbles in notebooks, from the spark of something delicious we tasted on vacation or cooked with our grandmothers.”
What we do my friend, is deeply personal. We create food from the heart every day.
Either Forbes is lying or you're lying.
An LLM wrote this post, too lol. The Forbes article also admits "Initially, AI created drafts while human editors drove the process. As confidence grew, humans shifted to review mode. As Ronen puts it, they rode "shotgun in the car" rather than behind the wheel."
This post feels extremely condescending for users who have supported the business for years . Not to mention, the use of AI generated photos is embarrassing. Surely you’re not hoping to drive more customers to subscribing through advertising play-doh food or food that looks like it belongs in an animated movie?
Look, let’s cut the bullshit.
I’m a 44-year-old AuDHD/Bipolar/Anxious tornado of a human with a brain that is fast, chaotic, and deeply creative in ways a blinking cursor could never keep up with.
AI doesn’t “write for me.”
It prevents my brain from exploding mid-sentence.
Shakespeare workshopped with his actors.
Stephen King’s editor reshapes his books.
Jodorowsky channels mysticism.
Lynch milks his dreams like cursed cows.
But I use an AI brainstorming partner and suddenly it’s “cheating”?
Nah.
Miss me with that.
My brain needs tools.
This is mine.
If that bothers someone, they can write their crap the way they want and leave mine alone.
Art isn’t diminished by the tools used to shape it.
Only by the people too afraid to evolve.