By Ana Javornik, Ben Marder, Marta Pizzetti, & Luk Warlop

 
Augmented Reality (AR) has enabled companies to offer highly personalized, interactive experiences, making it possible to engage with customers on a whole new level. But while filters that digitally alter people’s appearances can add a lot of value, they also come at a cost: New research suggests that AR apps designed to let customers virtually try on makeup or other products can have a significant, negative impact on psychological wellbeing. Moreover, that impact can vary widely depending on the customer. While people with lower baseline levels of self-esteem may feel better ...

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