TikTok, the social media platform that was launched in 2016, has grown to a platform predicted to have at least 834 million users by the end of 2023 (Oberlo, 2023). Unlike different social media platforms that focus on sharing photos or text-based posts, TikTok is entirely video-centric (LéPresso, 2023). The platform redefined the way we create, consume, and share short-form video content. It uses an algorithm based on artificial intelligence and machine learning to match the right content to the right user (Gupta, 2023). In this way, users will see content that is engaging for them and increases the user experience. Another way in which the platform uses artificial intelligence to enhance their customer experience is through the use of filters.
In August 2022, TikTok introduced their first in-app text-to-image AI generator that allowed users to prompt and receive images to use as backgrounds while making their content (Malik, 2023). That same year the platform started with the ‘AI face’ filters, in which users could morph their faces (and bodies) into various things based on putting commands in a text box (Smith, 2023). While these filters are one of the reasons the platform gained popularity, should the use of these filters still be justified? It has been found that social media platforms are responsible for using algorithms that target people who could experience problems with their body image (Harigger et al., 2023). With TikTok almost standardizing the use of beauty-enhancing AI filters that alter your face and body to look like you underwent plastic surgery or had a cosmetic makeover, the platform could have a serious negative impact on body image and positivity. Apart from this, research elucidates that passive and active use of beauty filters relate to increased acceptance and normalization of cosmetic procedures, including the intention of users to undergo them (Hermans et al., 2022). Raising the question of whether platforms like TikTok should integrate stricter business rules relating to the use of AI filters.
Even though TikTok is attempting to generate a company policy that states that every AI-generated post should be labeled, users with a negative body image will still be exposed to this type of content (Bonk, 2023). Knowing that social media platforms are responsible for establishing a safe online community for their users, should the platform integrate more policies on this matter? Is it the responsibility of TikTok that users experience negative effects on their body image?
References
Bonk, L. (2023, 19 september). Engadget is part of the Yahoo family of brands. Geraadpleegd op 29 september 2023, van https://www.engadget.com/tiktok-now-lets-creators-label-ai-generated-content-154536858.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAAJjDMWQA_re8CpA_XApC_Bg_MFL8ye4uZykdhF_KnvpQMlM3wOLi2uCyaRi0GADqCpjhfW_SxbXCLHtu_PNBbdRq6hXS-sDpmzbxpuNyy4T_OjVuOqS1XZbW-i39k3AxkxKkUwi9n2xL-PpOpM4ONXa0vXvRl0uMO1mt36QVD_CG
Gupta, A. (2023, 13 maart). How will generative AI disrupt video platforms? Harvard Business Review. https://hbr.org/2023/03/how-will-generative-ai-disrupt-video-platforms
Harriger, J. A., Thompson, J. K., & Tiggemann, M. (2023). TikTok, TikTok, The Time Is Now: Future directions in social media and body image. Body Image, 44, 222–226. https://doi.org/10.1016/j.bodyim.2023.01.005
Hermans, A., Boerman, S. C., & Veldhuis, J. (2022). Follow, filter, filler? social media usage and cosmetic procedure intention, acceptance, and normalization among young adults. Body Image, 43, 440–449. https://doi.org/10.1016/j.bodyim.2022.10.004
LéPresso. (2023, 23 juni). The phenomenon of TikTok: Revolutionizing social media and internet culture. Geraadpleegd op 23 september 30AD, van https://www.lepresso.com/blog/general-news-10/the-phenomenon-of-tiktok-revolutionizing-social-media-and-internet-culture-14
Malik, A. (2023, 26 april). TechCrunch is part of the Yahoo family of brands. Geraadpleegd op 30 september 2023, van https://techcrunch.com/2023/04/26/tiktok-is-testing-an-in-app-tool-that-creates-generative-ai-avatars/#:~:text=Back%20in%20August%202022%2C%20the,the%20background%20in%20their%20videos
Oberlo. (2023). How Many People Use TikTok? (2020–2025). Oberlo. Geraadpleegd op 23 september 30AD, van https://www.oberlo.com/statistics/how-many-people-use-tiktok
Smith, G. (2023, 9 september). How to use TikTok’s AI Face Filter. Dexerto. https://www.dexerto.com/entertainment/how-to-use-tiktoks-ai-face-filter-1990961/
