Video filters aren't a radical new thing. You can apply things like 'slim waist' filters in real time with nothing more than a smartphone's processor.

People in the media business have long found their media sells better if they use photoshop-or-whatever to give their subjects bigger chests, defined waists, clearer skin, fewer wrinkles, less shiny skin, more hair volume.

Traditional manual photoshop tries to be subtle about such changes - but perhaps going from edits 0.5% of people can spot to bigger edits 2% of people can spot pays off in increased sales/engagement/ad revenue from those that don't spot the edits.

And we all know every tech company is telling every department to shoehorn AI into their products anywhere they can.

If I'm a Youtube product manager and adding a mandatory makeup filter doesn't need much compute; increases engagement overall; and gets me a $50k bonus for hitting my use-more-AI goal for the year - a little thing like authenticity might not stop me.