THE ROLE OF ARTIFICIAL INTELLIGENCE IN MEDIA: SHAPING CONTEMPORARY BEAUTY STANDARDS

AI has given birth to a new era of beauty and then the beauty standards are rapidly changing. This study finds how media platforms with the help of Artificial Intelligence impact on contemporary beauty standards in a psychological, sociological, and ethical manner. The study through image enhancement tools, social media filters, and recommendation algorithms that utilizes a comprehensive review of secondary sources using a qualitative and descriptive research approach. This paper discussed algorithmic curation, bias in beauty representation, and psychological effects of AI-Driven Beauty Standards. The findings reveal that AI systems actively escalate the visibility of glamorized and normalized beauty standards, continuously adjusting and improving predictions as per the user interaction and feedback given by the users. Artificial intelligence has drastically changed representation and view of beauty in the media. These mechanisms contribute to unrealistic beauty expectations, reinforce algorithmic bias, and marginalize diverse representations of beauty. At the same time, the study highlights the potential of ethical and inclusive AI design to challenge dominant beauty norms by promoting cultural diversity, transparency, and responsible media practices. The study concludes that while AI-driven media poses significant risks to individual well-being and social inclusivity, it also offers opportunities for the positive potential of AI in redefining beauty. Integrating ethical principles, regulatory frameworks, and media literacy initiatives is essential to ensure that AI contributes to healthier and more inclusive beauty representations in digital media.