The emergence of artificial intelligence in the food sector is radically transforming how we inform ourselves and decide what to eat. For years, the conversation about food has been fueled by family recipes, scientific studies, and popular beliefs. However, AI has become a key player, capable of influencing public perception of food both positively and negatively. Currently, phrases like "If ChatGPT says it, it must be true" have become popular, granting AI a status of authority that can be dangerous. Luis Martín, director of Digital Business and AI Solutions at LLYC, warned at Madrid Fusión that AI does not understand reality; it generates responses based on probabilities, which can lead to errors or misinformation. The impact of AI on food misinformation is already tangible. Campaigns against specific products, such as strawberries, have caused sales drops of up to 15%. Previously, such campaigns required significant investments and planning; today, AI allows for the mass and personalized creation and dissemination of false content, accelerating the spread of rumors. The speed at which misinformation spreads is another challenge. When a campaign is detected, it is often too late to counteract it. Alarmist messages appeal to emotions like fear or guilt, and once established, they are difficult to dismantle with objective data. The risk is even greater among young people, for whom social media platforms like Instagram, TikTok, or AI itself are primary sources of information. Without critical reading habits or prior references, the margin for questioning what they consume is minimal. "Critical thinking is formed by reading," insists Martín. Without that training, AI ceases to be a tool and becomes a shortcut that replaces independent thought. Social media has long been the battleground for food reputation, but now the influence of AI is comparable to that of search engines. What an AI says about a product or brand can carry as much weight as what appears on Google. For brands, it is no longer enough to react; it is essential to anticipate, monitor what AI learns, and from what sources it feeds. As with SEO in the 2000s, those who do not adapt in time will be left behind. Regulating AI is complex, as the models are opaque and it is impossible to control all training sources. Therefore, the responsibility lies with users, brands, and media. It is crucial to verify information, cross-check sources, and not share data without confirming its accuracy. Despite the risks, AI can also be an ally in culinary creativity. Although it lacks senses, it can combine ideas, techniques, and cultures, enriching innovation in the kitchen. The key is to use AI judiciously and not delegate critical thinking to it. "AI helps us think better," concludes Martín, as long as we maintain control and do not grant it blind trust. A creative mind supported by AI can reach new heights, but only if it retains the capacity for analysis and decision-making. Source: elespanol.com