Double reminders, double standards: how other-use and self-use reminders of AI beauty filters shape observer reactions

Purpose Social media users often use artificial intelligence beauty filters to enhance their selfies and attract favorable observer reactions, yet the effects of such practices on observers remain underexplored. This study investigates how and why other-use and self-use reminders of beauty filters influence observer reactions and how self-use reminders moderate the effects of other-use reminders. Design/methodology/approach Drawing on the impression formation model, we developed a research model positing that other-use reminders reduce perceived user authenticity and morality by decreasing perceived selfie authenticity. Conversely, self-use reminders exert positive effects by increasing perceived selfie authenticity and buffer the adverse effects of other-use reminders. Perceived user authenticity and morality increase observers' intentions to like selfies. We conducted a controlled experiment to test the model. Findings Other-use reminders reduce perceived user authenticity and morality by lowering perceived selfie authenticity, whereas self-use reminders enhance these perceptions by increasing perceived selfie authenticity. Moreover, the negative effects of other-use reminders are mitigated when self-use reminders are present. Perceived user authenticity and morality, in turn, positively affect observers' intention to like selfies. Originality/value This study is the first to demonstrate the contrasting effects of other-use and self-use reminders on observer reactions, highlighting the risks of other-use reminders and the benefits of self-use reminders. Furthermore, it identifies self-use reminders as an effective strategy to mitigate the adverse effects of other-use reminders. This finding helps reconcile prior mixed findings on the influence of face beautification on observer reactions.