"New augmented reality filters are popping up daily, adding a playful note to the social media game. Still, it’s been tricky to determine which creators’ contributions pass through an artistic process and which do not. Indeed, some skeptics are unwilling to consider AR effects a full-fledged art practice, as we would for painting or other mediums accepted by the establishment as art. But norms are changing. In Ines Alpha’s words “Augmented reality is just another tool artists can use. Art doesn’t have to be a painting or a sculpture. It evolves with time and with our society as well. Anything that can help an artist to tell a story, to share a different point of view, can be considered art. It’s not the tool that creates the art piece; it’s the artist’s intention. And that’s how you make the difference between a basic filter and an artistic one. Not the majority of AR creators have a specific and personal vision or message they want to share with the world. Most of them just enjoy experimenting with the software.“