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In 2010, Apple introduced the iPhone 4—the first iPhone model with a front camera.[1] It gave rise to a dramatic increase in selfies, which could be touched up with more flattering lighting effects with applications such as Instagram.[1] The American photographer Cole Rise was involved in the creation of the original filters for Instagram around 2010, designing several of them himself, including Sierra, Mayfair, Sutro, Amaro and Willow.[2][3] In September, 2011, the Instagram 2.0 update for the application introduced "live filters," which allowed the user to preview the effect of the filter while shooting with the application's camera.[4][5] #NoFilter, a hashtag label to describe an image that had not been filtered, became popular around 2013.[6]
An update in 2014 allowed users to adjust the intensity of the filters as well as fine-tune other aspects of the image, features that had been available for years on applications such as VSCO and Litely.[7][8]
In 2014, Snapchat started releasing sponsored filters to monetize the participatory use of the application.[9] In September 2015, Snapchat acquired Looksery and released a feature called "lenses," animated filters using facial recognition technology.[10][11][12] Some of the early lenses available on Snapchat at the time were Heart Eyes, Terminator, Puke Rainbows, Old, Scary, Rage Face, Heart Avalanche.[11] The Coachella filter released April 2016 was a popular early augmented reality filter.[13]
In April 2017, Facebook released the Camera Effects Platform, which is the first augmented reality platform that allows developers to create their own filters and effects on Facebook's Camera.[14] In December 2017, Snapchat also launched their Lens Studio augmented reality developer tool that allows users and advertisers to do the same on theSnapchat application.[15] In April 2022,TikTok joined the two, and launched their own augmented reality developer platform called Effect house. [16]
With the help of artificial intelligence and machine learning, filters have become much more realistic and seamless to the point where the use of filters can be undetectable at times.[17] "Bold Glamour" is an example of a popular filter on TikTok released in 2023, that has the ability to change an individual's features features on video and completely change how they look.[18] As AI usage becomes more accessible through filters, TikTok introduced a new feature that prompts users to label AI-generated photos and videos, along with a message stating that the content could be removed if users do not disclose AI tool usage.[19]
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