Artificial intelligence is different from human intelligence. It is demonstrated by machines. It is built by the accumulation of a large amount of data, which can then be manipulated to provide knowledge, observe patterns and gain insights. With the advent of AI, reality cannot be just observed but can also be created. It impacts every aspect of our lives, be it professional or social and is now so deeply woven in our daily life that it’s shaping how we think, communicate and perceive reality. It mediates in every human experience. Eg, Algorithms decide what content we see and what news we read. From our social media post to ai generated voices and personalities, it has blurred the boundary between reality and simulation.
This raises a question: if machines reflect us better than we reflect ourselves, where does reality and identity begin? Among all this, ai generated images have gained immense popularity. This has made AI not only a tool for productivity but also a sculptor of identity. AI-powered beauty filters and retro images are prominent examples of this. Another effect that gained a lot of popularity on social media was the saree filter effect.
The Saree Filter Effect
The saree filter effect is an ai based filter that virtually dresses a person in a saree. It digitally drapes a saree while enhancing features, body shape, posture and adding glow and is done with the help of Google’s AI tool, Gemini. It mimics classic Bollywood aesthetics by adding dramatic shadow, moody expressions and textured backgrounds. All social media platforms were bombarded with images of women in this saree filter. But is this saree filter just draping of saree, or is it also tailoring our perception of ourselves?
A recent study proves that ai generated images negatively impact body image and self-perception (Arriaga and García, 2025). This shows that repeated exposure can distort the self-image of individuals. This happens because people may start viewing these filtered images as reference points. Comparison with this unrealistic reference point can produce dissatisfaction from the authentic self.
Read More: The Filtered Self: How Social Media Shapes Our Body Image and Mental Health
Why are People Liking It?
The trend gained popularity as it served as a new mirror, providing an enhanced image of ourselves. It was through this image that our deep wishes of enhanced beauty and self-improvement were fulfilled virtually. It helped us to swap styles, try makeup that we would never really try in real life and served as a tool to try a new look and experiment with our identity. Not only does it fulfil the desire to look better without any effort, but it also offers opportunities to experiment with our look without any judgement and risk of criticism.
It boosts our self-esteem when we are validated on social media for these ai filtered images. For example, we clearly see nowadays that filtered images receive more social media engagement and appreciation than those without any edits and filters. But these idealised versions of face and bodies often distort self-perception. When people receive online validation on these AI-filtered images with perfect body shape and clearer skin, they tend to feel more dissatisfied with their real selves.
Impact on Beauty Standards
The AI filters often carry undetermined weight. The flawless skin, perfect hair, and enhanced body shape may seem harmless and fun editing, but it may start appearing more real and desirable than the actual self. Apart from social comparison, there occurs a huge amplification in beauty standards, which are often unattainable without ai filters. The saree filter effect may redefine how a woman looks beautiful in a saree. Thu,s the cultural importance of the attire is dimmed. Studies reveal that there is deep internalisation of algorithmic beauty norms ( Hussain et al 2025).
Not only this, but studies also show that women rely on AI filters heavily for social validation even after recognizing it’s artificiality. It also narrows down the concept of beauty by setting a homogeneous look for all, similar skin tone to similar body shape. What was rare and outstanding is now considered normal, while what was normal is now perceived as substandard. It has also led to marginalisation of people with certain skin conditions, appearance and ethnicity-related differences.
As there is constant algorithmic exposure to content where people with rejuvenated and beautified faces are included, the viewer may feel obliged to follow the beauty trends. Beauty is a concept that cannot be defined. It remains subjective across cultures and experience, but AI filters seem to measure and standardise it.
Impact on Identity
In the past, human identity was defined by its social relationships, family dynamics, experiences and culture. But in the digital era, AI is shaping our relationship with ourselves and our identity. It shapes users’ sense of self. For example, we eagerly anticipate the Spotify Wrapped summary as if it knows us better than us. The formerly passive digital screen is today a participant in shaping the self (Brubaker, 2020). Even after being aware of the artificiality presented online, we may still feel an internal pressure to participate in this culture.
Also, when we present a filtered version of ourselves online, it becomes difficult to accept the authentic self. This may create cognitive dissonance. Studies highlight the link between AI and depression, anxiety and social isolation. For example, college students may feel that they need to look equally attractive as they do in filtered images. This creates internal pressure to use more beauty products and causes more anxiety when unable to look the desired way. Not only this, appearance-oriented content may influence an individual’s ideal self, increasing the risk of eating disorders.
Studies reveal that AI creates statistical individuals. These are different from true individuals as they are built upon what is most common or most rewarded online. AI filters do so by understanding what features receive more engagement. It poses a threat to authenticity. When there is a difference between the digital self and real self, we may feel more ourselves online rather than offline. This impacts our social engagements. Also, some users may become less confident presenting themselves in the real world. All this impacts self-worth and may cause feelings of distress.
Conclusion
Today, AI is just not a tool. It has become an author in ourselves. Studies reveal that even after awareness of digital distortion, there was no significant reduction in the relationship between AI filter use and body dissatisfaction. The use of AI filters can lead to reduced self-compassion and self-acceptance. Self-perception and distorted body image due to online comparison may also divert mental energy towards appearance-related negative beliefs. The AI filters are turning into tools of perception. The unquestioned acceptance of identity and beauty norms is the real threat to mental well-being. Thus, must preserve our unfiltered identity and beauty by understanding that filters are a representation of algorithmic preferences.
FAQs
1. What is the saree filter effect?
The saree filter effect refers to the use of ai based filter to digitally drape a saree on a person while enhancing physical features of an individual inclusing skin tone, hair and body shape. It created an idealised version of the individual.
2. Why did the saree filter become so popular?
The saree filter gained popularity as it blended culture with ai based beauty standards, offering self-satisfying and socially appealing images. These provided social validation and appreciation, which reinforced its use.
3. How does it impact the perception of beauty?
AI-filtered images create unrealistic reference points against which people may start comparing themselves. These beauty standards are unattainable without the help of AI filters, causing dissatisfaction and negative body image.
References +
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