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As the restaurant industry faces one of its most challenging periods in recent memory, technology is fast becoming an unexpected lifeline. With closures at record levels and competition from delivery platforms and global chains intensifying, visibility has never been more critical for independent operators.

Enter AI — a tool once reserved for tech giants, now reshaping how even the smallest neighbourhood restaurant can be discovered, chosen and remembered. From sharpening online imagery to automating SEO tasks, artificial intelligence is helping business owners reclaim valuable time and creativity while strengthening their digital footprint.

To explore how restaurants can use AI to stay relevant — and even thrive — in this fast-changing landscape, Restaurant Industry News spoke with Matthieu Rouif, CEO and co-founder of Photoroom, a platform empowering millions of small businesses to create professional-quality visuals in seconds.

In this conversation, Rouif shares why “search is the new battleground” for restaurants, how AI can make digital marketing more human, and what hospitality founders can do now to prepare for a future shaped by smart technology.

1. The restaurant sector is seeing closures at record levels. Why do you believe AI-powered marketing and SEO are becoming critical survival tools for hospitality businesses right now?

Consumers increasingly want on demand services which means that restaurants are competing with delivery apps, global chains and algorithm-driven platforms. People find assurance in online presence, and they often look up a restaurant or brand online before visiting or making a purchase. AI levels the playing field by helping independent business owners appear in local searches, reach the right audience and tell their story without needing a large marketing team. In a competitive market, visibility is survival.

2. You have said that “search is the new battleground” for restaurants. How can independent operators practically use AI to improve their visibility and compete with national chains?

AI can help create sharper content for websites and social channels such as menus, blog posts or updates that look polished without taking hours. For example, Google Business helps retailers keep their information up to date, which in turn builds trust with the end consumer. Menus can be updated, short announcements can be generated, and photos can be improved quickly.

All this activity signals to Google that a business is active and relevant, which helps them appear higher in local searches. On the visual side, AI can enhance photography, so food looks as good online as it does on the plate. This ultimately allows neighbourhood restaurants to stand alongside national chains. It is less about big budgets and more about smart use of tools.

3. Photoroom empowers small businesses with image-editing capabilities. Why is high-quality visual content so important in the age of AI-enhanced search and decision-making?

When someone searches “best pizza near me,” great food and service are non-negotiable, but first impressions are vital, and always tend to be visual. Search results no longer prioritise text alone. Images matter more than ever. Beautiful and consistent visuals communicate professionalism, taste and trust before anyone reads a review. In hospitality, where decisions are emotional and sensory, visuals are the strongest digital handshake.

4. With 44% of SEO tasks now potentially automated by AI, what are the most impactful areas a restaurant can focus on immediately, even with minimal marketing experience or budget?

With AI now able to automate a large share of SEO tasks, restaurants don’t need deep marketing expertise to make a real impact. The biggest wins still come from getting the basics right – great food and service are a given. But keeping your Google Business profile accurate, from opening hours to menus, remains one of the simplest and most effective ways to boost discoverability. AI can also help generate short posts or blogs tied to local events or seasonal specials, and when you add a personal detail, like a chef’s recommendation or a behind-the-scenes story, it keeps the content authentic. Finally, consistently uploading high-quality photos of dishes and the restaurant’s atmosphere gives customers a reason to choose your venue. These are low-cost, high-return steps that can significantly boost visibility and engagement without requiring a big budget.

5. How do you respond to the concern that AI tools might dilute authenticity or creativity in brand communications, especially for businesses built on personality and customer connection?

AI should never replace the human story; it should amplify it. The magic of a restaurant comes from the chef’s vision, the staff’s warmth and the sense of community. AI simply removes friction. Instead of worrying about formatting or photo editing, owners can focus on telling their story.

For example, consider a restaurant owner posting about a grandmother’s recipe. Without AI, they may spend an hour fixing photos or writing a caption. With AI, those tasks take minutes, and the focus can remain on sharing the personal story. Removing technical hurdles creates more space for authenticity.

6. Looking ahead, how do you see AI continuing to reshape the digital presence of restaurants, and what should hospitality founders be doing now to prepare for that future?

AI is increasingly shaping where people choose to eat, whether through voice assistants suggesting dinner options or search engines surfacing images before reviews – imagine a diner asking Alexa for nearby restaurants and seeing your menu images before reviews, that’s where things are heading. The restaurants that thrive will be those that invest in their digital presence now. The best step is to start experimenting with AI tools, build a library of strong content and visuals, and ensure that what people see online reflects the real experience you deliver.