JONQUILLE CHANTREY

ARTIFICIAL AESTHETICS

Surgeon and global thought leader Dr Jonquille Chantrey examines the rise of AI imagery, discussing the challenges, opportunities, and the ethical boundaries shaping the future of aesthetic medicine

The emergence of AI imagery is shaping culture, marketing, and standards throughout many industries worldwide. When used transparently, it can empower creativity and visual exploration in ways that were previously inaccessible. However, it also invites profound questions regarding authenticity, identity, and the biology of beauty.

In my clinic, ØNE Aesthetic Studiø, we view this rise as an ethical responsibility to our patients and community. We appreciate that it can illustrate concepts more vividly. However, my position and policies are extremely clear: we never use AI to replace human images in before-and-after photos related to clinical treatments. Our policy ensures visuals respect anatomy, individuality, and aging. The ASA has clarified that AI in advertising must not mislead, even when disclosure is made. I believe it should only be used clinically to support understanding, always stating that such imagery represents a concept, and never an outcome.

AI’S GROWING INFLUENCE IN AESTHETICS

I believe we are only seeing the beginning of the impact, but the sector is certainly being reshaped by AI imagery in multiple dimensions.

We saw the impact of filters on patient reference points for beauty, but now AI is shifting them from what is biologically plausible to what is digitally conceivable.

This trend then raises the risk of homogenised ideals, flattening cultural nuance, and promoting visuals detached from individual anatomy.

Critically, the influence this will then have on the mental health of patients and their self-image, as their ideal self becomes increasingly distant from the actual self, is of great concern. Strategies need to be put in place to protect patients and consumers from worsening mental health.

AI IN MARKETING AND CLINICAL IMAGERY

As the market becomes ever more saturated, I am seeing it increasingly used in marketing to attract engagement. When fully disclosed and contextualised for educational purposes, it may be of benefit to patients.

My concern surrounds these images being used without transparency, and patients are therefore being misled regarding the outcomes by practitioners and clinics.

We’ve seen this with edited images in clinical results and how clinics have misled the public for marketing advantages.

The ASA reminds advertisers that using AI visuals implying unattainable results is materially misleading.

SHIFTING PATIENT EXPECTATIONS

In my own clinic, patients tend to be much more realistic with their ideals and expectations as they are well-researched individuals.

However, over the years, even filters alone have altered how patients can perceive normality and expectations of flawless texture and symmetry.

Research consistently links exposure to idealised imagery with higher body dissatisfaction, particularly among younger people, reinforcing the need for clinical realism and emotional education.

UNREALISTIC AI “BEFORE AND AFTER” IMAGES

Unrealistic imagery will bias patients towards clinic choices, followed by distorting expectations before the consultation even begins.

Patients may assume unattainable results, leading to frustration and mistrust.

My consultations are comprehensive, with a fully multi-modal and integrated approach, including clear discussions around biological limits. It takes time to explain to patients the options and outcomes available to them, through an educational process rather than idealised pressure.

I approach these discussions with empathy and education. We look together at the image, discuss its digital nature, and then translate its essence into achievable, safe goals and the steps required.

THE NEED FOR INDUSTRY GUIDELINES

Consistent international guidance is essential. Aesthetic promotions should have clear ethical guidelines, such as not targeting minors or trivialising medical risk, accompanied by information on risk and variation.

PSYCHOLOGICAL IMPACTS OF AI IMAGERY

AI imagery can intensify self-comparison and body dissatisfaction, often prompting treatment requests rooted in insecurity rather than self-care. In my clinic, we address this by integrating psychological awareness into every consultation, exploring life context and emotional resilience.

Aesthetic treatments become one element of holistic wellbeing rather than a pursuit of digital perfection.

The digital self is at high risk of becoming an idealised avatar, making comparison culture even more extreme.

This disconnect can harm self-esteem and fuel aesthetic anxiety.

It is vital to promote body neutrality, dignity in aging, and respect for individual beauty.

We remind patients that authenticity, not perfection, is important for true aesthetic harmony.

HELPING PATIENTS SEE REALISTIC RESULTS

Education is the foundation of consultations. Clinicians should show unedited photographs, discuss lighting, recovery, skin type, and anatomy.

By nurturing visual literacy, patients learn to appreciate aspirational realism and develop healthier expectations.

ETHICAL USE OF AI

Responsible use begins with honesty. AI imagery should be labelled, used only for contextual or conceptual education, and never to replace real human outcomes or as a promise of results.

Otherwise, this breaches medical ethical conduct as patients may be misled or at risk of harm.

AI AS A PREDICTIVE TOOL

In the future, AI could be used as a predictive tool, but only with rigorous validation, testing, and human oversight.

AI tools can support facial mapping, skin analysis, and treatment planning.

Currently, I would advocate for AI tools to complement and certainly not supplant clinician examination and expertise.

Safe and efficacious clinician competence varies so widely, particularly in the UK, with the lack of regulation.

So a prediction of outcomes is highly dependent on the ability and expertise of the clinician using the tools.

AI may have value in the future in supporting personalised care, safety, and patient trust, but never in replacing clinical expertise, artistry, or ethics.

JONQUILLE CHANTREY

Dr Jonquille Chantrey is a multi award-winning surgeon and global thought leader in aesthetic medicine, beautification and aging sciences. She has over 20 years of experience in reconstruction, aesthetic medicine and cosmetic surgery and has lectured extensively across six continents. Her expertise spans over 80,000 surgical and complex non-surgical procedures personally performed. A published author in many leading journals including The Lancet and Plastic and Reconstructive Surgery, as well as co-authoring several books, she has also worked full time in multiple international clinical trials.