Retake; Is the "Insta-Worthy" AI App Empowering or Exploitative?
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The age of social media has certainly been a massive catalyst in defining beauty standards over the years. Flawless complexions, perfectly sculpted features, and envy-inducing lifestyles dominate our feeds, often creating an unrealistic and unattainable standard. Whilst retouching apps have been around for a while like FaceTune - which has always been questionable - we’ve entered a whole new era of frightening with new AI apps being created like ‘Retake,’ promising to make every photo "insta-worthy" with a few clicks.
While Retake boasts convenience and a confidence boost, the way it's advertised as a shortcut to social media perfection raises concerns about its impact on young people, particularly women and men.
Retake's core function is automated photo editing. Using facial recognition and editing algorithms, the app can smooth wrinkles, whiten teeth, slim features, and apply various effects , similar to FactTune. The convenience factor is undeniable. Gone are the days of spending hours meticulously editing photos; Retake creates instant gratification and a polished aesthetic. The app's marketing, however, hinges on the concept of being "insta-worthy," a term synonymous with achieving a specific, often heavily edited, version of beauty. This perspective of external validation through social media likes and comments makes me question whether this could be detrimental to young users' self-esteem.
Here's why Retake's "insta-worthy" approach might be problematic:
1. Warped Body Image:
This is the world we face moving faster and faster into the AI landscape. Constant exposure to edited photos creates a distorted perception of beauty. Younger generations are exceptionally more susceptible to internalising these unrealistic standards. By Retakes’ promotional strategy endorsing effortless editing to achieve near ‘perfection’ normalises the idea that flaws need to be erased to be deemed ‘insta-worthy’. No doubt about it that this thought process alone can be detrimental to our young people.
2. Obsession with Perfection:
The quest for the perfect photo can be all-consuming, you see it day to day in the streets of young generations taking a dozen photos for the ‘perfect’ one. Retake may exacerbate this by the way in which they’ve gone to promote their app. Young users might become fixated on achieving a flawless look in every photo, hindering their ability to embrace their natural beauty. The pressure to constantly present a filtered version of oneself can be exhausting and damaging to mental health.
3. Inauthenticity and Disconnection:
We all know Social media thrives of curated realities. Retake furthers this by making it even easier to present a heavily edited version of oneself. This constant inauthenticity can lead to a disconnect from one's true self and a sense of isolation as people hide behind perfected online personas.
4. Gendered Impact:
Whilst unrealistic beauty standards affect both genders, research suggests that young women are disproportionately impacted.
Their is pressure within society to conform to narrow ideals of femininity can become immense. Retake's marketing, which often features women transforming their faces of themselves to a highly curated version reinforces these pressures and might lead to young women feeling inadequate about their natural appearance.
So, how can Retake be a more empowering tool? Here are some suggestions:
Focus on Functionality, Not Validation: Retake's core functionality – basic photo editing – is valuable. The app should emphasise its ability to enhance photos, not alter them to fit unrealistic ideals of ‘insta-worthy’.
Offer Educational Features: Retake could integrate features that educate users about the prevalence of photo editing and the dangers of social media comparison. Thinking about the audience using these apps is paramount. While yes it may just be an app, having access to these tools would greatly impact younger generations.
Prioritise Transparency: The app should be transparent about the editing process, allowing users to see exactly what changes are being made. This empowers users to make informed choices about how they want to present themselves. Also turning away from creating ‘perfection’ and leaning towards a holistic view of the app would be greatly impactful.
Ultimately, the way we use technology shapes its impact, and the way we choose to market products has an even greater impact on people. Retake has the potential to be a fun and convenient tool for photo editing. However, by moving away from the "insta-worthy" marketing strategy and promoting body positivity and authenticity, Retake can become a more empowering app for young people.
Retake wouldn’t be the only app out there doing this. I just saw this on my TikTok feed recently and it didn’t sit well with me knowing the impact this could have on young people. I think we all need to be extremely mindful of what we are putting out there, and truly thinking more on the deeper impact this could have on people. We all have something we can contribute, and we can choose to empower rather than create insecurity and uncertainty in people.
I write these blogs to bring awareness to these situations, and I think if we are all more mindful, we can create positive change for years to come.
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