They’re already used to smooth out wrinkles on dating apps, or subtly sculpt the perfect chin for an Instagram post, but now scientists from the University of Glasgow have found proof that using AI facial filters in real-time can influence who we are attracted to.

The research, published in the Proceedings of the National Academy of Sciences journal, used AI to create real-time face transformations in order to investigate the social signals that influence the beginnings of romantic attraction.

The study is the first to show that using AI to digitally alter smiles during conversations can influence the assumptions individuals make about each other’s social intentions, impacting their actions, and even their romantic feelings.

To carry out the study, volunteers participated in a set of video-conference speed-dating sessions while the research team used AI filters, similar to the ones already found on apps like Instagram or TikTok, to align the smiles of participants, by increasing or decreasing their natural smiles. 

Even though participants were unaware their faces were being transformed, by aligning their smiles the researchers enhanced the romantic attraction they felt towards each other, when compared to scenarios when their smiles were not aligned. 

The effect of these AI-based smiles were so powerful that they impacted participants’ reactions, including their vocal behaviour and their desire to mirror each other’s facial expressions. 

Participants also believed the other person was more attracted to them when the researchers increased the smiles seen in their dating partner.

According to the researchers, the study highlights key scientific and ethical questions about the use of AI facial filters during social interactions, and what implications this might have for psychological research and ethical studies, particularly as the facial filters available to the public become more sophisticated.

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Dr Pablo Arias-Sarah, lead author of the study from the University of Glasgow’s School of Psychology & Neuroscience, said: “This study highlights the potential impact that face transformation filters, when meticulously calibrated, can have on interpersonal communication. 

“In coming years, it seems inevitable that AI-based face and voice filters will become increasingly realistic and prevalent on social media. Yet, it remains largely unknown how these technologies might influence the social behaviour of users. 

“As was recently done for other new technologies, for example deep fakes, a clear ethical guideline about the use and regulation of these technologies might be required.”