AI Beauty Filters, and Appearance Self‐Esteem: An Empirical Investigation

ABSTRACT The widespread use of beauty filter applications (apps) has empowered people to alter the way they look. However, these apps also have psychological and social consequences, as they create unrealistic beauty standards and trigger mental health issues. The present research comprises two complementary studies that examine how the ‘ideal self’ motivates individuals to use artificial intelligence (AI) beauty filter apps on social media, and how such use influences negative body image state, fear of negative appearance evaluation, and low appearance self‐esteem. Study 1, based on a cross‐sectional analysis of 468 users on various social media platforms, revealed that AI beauty filter use significantly contributes to lower body image state and diminished appearance self‐esteem, with body surveillance moderating these relationships. Study 2, focusing on a single popular app (BeautyPlus Cam–AI Photo Editor) with 312 respondents, validated and extended these findings by confirming similar psychological effects in an app‐specific context and demonstrating stronger associations between filter use and negative emotional outcomes. Together, both studies highlight that AI beauty filters reinforce idealised self‐perceptions, leading to self‐discrepancy and appearance‐related anxiety. This study contributes to the growing literature by integrating self‐determination theory and self‐objectification theory to explain the negative psychological impacts of AI beauty filters and offers actionable insights for developers and social media platforms to promote authentic and inclusive digital beauty standards.