The Ivy criticised for labelling AI content as made by in-house designers

The Ivy restaurant in Glasgow has been criticised online for its "misleading" use of AI generated images - one of which appeared to show a woman with three arms.

In a post which has since been edited, the Instagram account for the Glasgow branch of the chain posted a carousel of four images in a watercolour style.

The original caption referenced the post being made by the Ivy's "in-house designers", sparking criticism that the chain was trying to "pass off" AI content as being made by a real artist.

The Ivy told the BBC that the images had been created by their in-house designers with the use of AI.

Sophy Louise Smith, a Glasgow-based illustrator, was among those who criticised the restaurant for not disclosing that the images were made by AI.

Across the four slides in the Instagram post - which have since been reduced to two - there are several common identifiers which point towards AI generation.

These include floating hands and glasses, blurry sections, and, most notably for Smith, a woman with three arms.

In response to the post, Smith did an illustration in her own style of a three-armed woman with a speech-bubble reading: "I went to the Ivy Glasgow, and all I got was this lousy third arm!".

Smith feels businesses who can afford to pay an artist should be doing so - and that their customers would appreciate it.

"They're trying to replicate something that should be made by a person - a really well-done, elaborate style," she said.

"From a creative perspective it's frustrating, but also from a consumer one, it's a bit insulting to spew out these confusing images and expect people to still hold your expensive brand in high esteem."

She said her biggest problem with the Ivy's post was the original caption which implied the images had been made by an artist.

"They're not being transparent about what they're doing", she said.

"Just because you have clicked a button or put in a paragraph (to an AI-engine) does not mean that you have created something."

Smith said brands should be required to label their content as AI.

"We're at this really interesting intersection where legislation and regulation hasn't caught up with how these things can be advertised," she said.

"If I was doing work with a brand, if I was getting paid for it, I'd have to disclose it as an ad. I think AI should have to be disclosed too."

A spokesperson for the Ivy said they would continue to champion supporting local talent.

"Our content is developed by our in-house creative team, who work across a range of creative platforms and technologies, including AI, alongside photographers, videographers and other creative specialists," they said.