# NYT Cooking's AI Recipe Modifier Faces User Backlash and Brand Risks

> Despite initial backlash from users regarding the New York Times Cooking's AI recipe modifier, early tests reveal surprisingly positive results, prompting a reconsideration of the role of technology in culinary creativity.

**Source**: wired.com | **Published**: 2026-11-08 | **Type**: article

## Key Facts

- NYT Cooking's AI feature faced backlash, highlighting risk in tech integration with user preferences.
- 514M visits in 2025 show strong engagement; AI's success hinges on maintaining subscriber loyalty.
- AI modifies recipes effectively, but risks diluting brand quality and chef authority in culinary space.
- NYT's commitment to hiring despite AI suggests strategic focus on quality content over automation.
- User ability to hide AI reflects adaptive strategy, balancing innovation with maintaining human connection.

## Summary

On October 23, 2023, The New York Times Cooking section introduced an AI-powered recipe modification feature in a beta version for iOS users. This development has sparked significant backlash from its audience, with many commenters expressing their discontent and threatening to cancel subscriptions. The core of the controversy lies in the integration of AI into a platform known for its high-quality, meticulously crafted recipes. As the culinary landscape increasingly embraces technology, the Times' foray into AI raises questions about the future of recipe curation and the potential impact on user engagement and brand loyalty.

The New York Times Cooking has established itself as a leading content creator in the culinary space, with its platform receiving 514 million visits in 2025 and boasting over 1.4 million YouTube subscribers. The introduction of AI to modify recipes represents a strategic pivot aimed at enhancing user experience by providing personalized cooking solutions. However, the initial user response indicates a strong attachment to the traditional, human-centric approach that has characterized the brand. The Times’ general manager of Cooking, Camilla Velasquez, acknowledged the concerns, emphasizing that the AI is intended to be a supportive tool rather than a replacement for the expertise of the Times' editorial team.

The AI feature allows users to customize recipes based on available ingredients, dietary restrictions, or personal preferences. For instance, if a user lacks a specific pan, the AI suggests alternatives and adjusts the recipe accordingly. This capability, while innovative, also highlights the inherent risks of relying on AI for culinary guidance. The potential for subpar modifications could undermine the quality that users expect from the Times’ recipes, which are developed by a skilled team of editors and writers.

The competitive dynamics in the cooking and food media sector are shifting, as more brands explore AI integration to enhance user engagement. Companies like America's Test Kitchen have also established a reputation for quality content, making the Times’ move into AI a critical point of differentiation. The ability to offer personalized cooking experiences could attract new subscribers, but it also risks alienating existing users who value the authenticity of traditional recipes.

The backlash from users suggests that the Times must tread carefully as it navigates this technological transition. The option to hide the AI feature indicates an awareness of the need to maintain a balance between innovation and user comfort. As the Times continues to refine this feature, it will be crucial to ensure that the AI does not detract from the core value proposition of high-quality, tested recipes.

Looking ahead, the integration of AI in culinary applications may signal a broader trend in the food media industry. As consumer preferences evolve, brands that successfully blend technology with traditional expertise will likely lead the market. The Times must not only address the current concerns but also leverage this technology to enhance the user experience without compromising the brand's integrity. This delicate balance will be essential as the industry moves toward a future where AI plays an increasingly prominent role in personalizing culinary experiences.

## Entities

- **Companies**: The New York Times, America's Test Kitchen
- **Products**: NYT Cooking, AI recipe modifier
- **Technologies**: AI, LLM, iOS
- **People**: Melissa Clark, Jordan Cohen, Camilla Velasquez, Alison Roman, Francis Lam, Yewande Komolafe, Colu Henry, Lidey Heuck, Sue Li

## Key Concepts

AI in cooking, Recipe modification, User feedback, Smart kitchen technology, Ingredient substitution, Dietary adjustments, Human connection in cooking, Beta testing

## Definitions

- **AI recipe modifier**: A feature that allows users to modify existing recipes using artificial intelligence to suit their preferences or available ingredients.
- **LLM**: Large Language Model, a type of AI that processes and generates human-like text based on input.
- **Beta testing**: A phase in software development where a product is tested by a limited audience before its full release.
- **Smart kitchen**: A kitchen equipped with devices that connect to the internet and can be controlled remotely or programmed for automation.
- **Ingredient substitution**: The process of replacing one ingredient in a recipe with another to accommodate dietary needs or ingredient availability.

## Use Cases

- Modifying recipes for dietary needs
- Scaling ingredient quantities
- Substituting ingredients based on availability
- Adjusting recipes for equipment limitations
- Creating variations of existing recipes
- Integrating user feedback into recipe modifications

## Frequently Asked Questions

**How does the AI recipe modifier work?**

The AI analyzes the original recipe, user comments, and ingredient substitution guides to suggest modifications. It aims to assist users while maintaining the essence of the original recipe.

**Can I turn off the AI feature?**

Yes, users will have the option to hide the AI feature in the app if they prefer not to use it.

**Is the AI recipe modifier available on all platforms?**

Currently, the AI recipe modifier is in iOS-only beta testing, and there is no confirmed timeline for its availability on other platforms.

**What types of modifications can the AI make?**

The AI can modify ingredient quantities, suggest ingredient substitutions, and adjust recipes based on dietary restrictions or available equipment.

**Will the use of AI affect the number of recipes published?**

According to Camilla Velasquez, the general manager of NYT Cooking, there are no plans to reduce the number of recipes published, and the team is actually hiring more staff.

## Links

- [Read on Welcome.AI](https://welcome.ai/content/nyt-cookings-ai-recipe-modifier-faces-user-backlash-and-brand-risks)
- [Original source](https://www.wired.com/story/nyt-cooking-new-ai-powered-recipe-modifier-is-pretty-good/)
- [The New York Times Cooking](https://welcome.ai/company/the-new-york-times-cooking): Featured company

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Source: Welcome.AI | https://welcome.ai/content/nyt-cookings-ai-recipe-modifier-faces-user-backlash-and-brand-risks