From Snapchat filters to virtual fashion try-ons, the last several years have seen augmented reality — or AR — shift from a niche technology into the mainstream. Customers can try on Gucci shoes from the comfort of their couch, see themselves in a new hairstyle with Amazon Salon (before actually getting the cut), support their favorite sports team, or even try out entirely digital outfits with AR overlays. More than 100 million consumers used AR shopping tools in 2021, more than 200 million people use Snapchat’s AR filters every day, and the pandemic has only further accelerated these trends.
Research: How AR Filters Impact People’s Self-Image
Five guidelines to deploy augmented reality more responsibly.
December 22, 2021
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Summary.
Augmented Reality (AR) has enabled companies to offer highly personalized, interactive experiences, making it possible to engage with customers on a whole new level. But while filters that digitally alter people’s appearances can add a lot of value, they also come at a cost: New research suggests that AR apps designed to let customers virtually try on makeup or other products can have a significant, negative impact on psychological wellbeing. Moreover, that impact can vary widely depending on the customer. While people with lower baseline levels of self-esteem may feel better about themselves after using an AR filter, those with higher pre-existing self-esteem are more likely to feel worse about themselves after using AR. In light of these findings, the authors offer five strategies to help firms responsibly deploy AR technologies, including avoiding promoting unrealistic beauty standards, proactively educating customers about the potential harms of using AR, and working with regulators and industry leaders to develop a code of ethics to guide development going forward.