A server may include a communicator for receiving an image from a subject terminal from among a plurality of terminals; and a controller for identifying a type of a content included in the received image, and for controlling two or more different image filters using a recommended algorithm regarding an image filter to be applied to the image, wherein the controller may select a first image filter predicted to have a highest probability to be selected by a user of the subject terminal and a second image filter predicted to have a second highest probability to be selected by the user of the subject terminal using the recommended algorithm, and the communicator may transmit information on the first image filter and information on the second image filter to the subject terminal.