OpenAI's Ghibli feature takes over

GPT-4o update reignites backlash against art not made by humans

OpenAI's latest update on the image generation technology has taken the internet by a storm, for good reasons and bad. Launching what the organisation defined as its "most advanced image generator yet" on Tuesday, OpenAI enabled users to generate images in the art style of the popular Japanese animation company, Studio Ghibli.

The newest version is to be built into GPT?4o and features a "natively multimodal model capable of precise, accurate, photorealistic outputs", reported Variety. This allows it to replicate the style in which animated films, such as Spirited Away, Howl's Moving Castle, and Kiki's Delivery Service were made - a style associated with the company's co-founder, animator, and filmmaker, Hayao Miyazaki.

Since its launch, many users have been transforming memes and personal images into the Studio Ghibli style and sharing the results on social media. Popular meme templates, such as the Distracted Boyfriend and the Disaster Girl, from a few years ago have re-emerged during this upsurge.

Social media chimes in

Overwhelming numbers of netizens have expressed appreciation for the GPT-4o update, with many flooding social media with their AI-generated images. "Nobody asked for Bollywood movie scenes in Ghibli style, but here they are," wrote an X user, who shared modified versions of screencaps from films like Bhool Bhulaiyaa, Hera Pheri, and Dilwale Dulhania Le Jayenge. Another user even put a performance photo of the late Nusrat Fateh Ali Khan and crew through the feature.

Even OpenAI CEO Sam Altman indulged the trend on X on Wednesday. Changing his profile picture to a Ghibli-fied version of himself, he wrote, "Be me. Grind for a decade trying to help make superintelligence to cure cancer or whatever. Mostly no one cares for the first 7.5 years, then for 2.5 years, everyone hates you for everything. Wake up one day to hundreds of messages: 'Look, I made you into a twink in Ghibli style.'"

'More like a loss'

However, not everyone is impressed by AI's takeover of the beloved art style. "We're celebrating the automation of an art form that took decades to perfect? Feels more like a loss than a win," an Instagram user wrote.

This move from OpenAI fuelled growing concerns regarding art theft at a technological level, spreading further discontent amongst artists who already feel that their craft is being devalued by the existence of AI. "This is just sad. I can't believe everyone is promoting AI art so blatantly," said a user.

Since AI-generated images became a trend, the technology has been openly taking from small, independent creators without their consent, provoking online protests to no definite end. But now that the art style of one of the biggest animation studios is being replicated, artists can't help but fear the larger picture.

While one user wondered if it's possible to patent art styles given the recent developments, another said, "Man, this is so disrespectful to Miyazaki and everything he stands for."

Old sentiments resurface

Amid the backlash across various social media platforms, an old video of Miyazaki condemning AI art resurfaced on social media. "Since this utter garbage is trending, we should take a look at what Hayao Miyazaki, the founder of Studio Ghibli, said about machine-created art," said the user who shared the clip.

In the video, Miyazaki said to a room of professionals, "I am utterly disgusted. If you really want to make creepy stuff, you can go ahead and do it. I would never wish to incorporate this technology into my own work at all. I strongly feel that this is an insult to life itself."

Reflecting on the conversation in a jump cut, he added, "I feel like we're nearing the end of times. We humans are losing faith in ourselves."

Highlighting the disapproving animator's hard work over the years, a user wrote on X, "Since Studio Ghibli is trending, it is worth noting the mind-boggling effort that Hayao Miyazaki and his team put into a film. Each has 60k-70k frames, all hand-drawn and painted with watercolour."

The user shared a small clip from the Studio Ghibli film, The Wind Rises. "This 4-second clip took one animator 15 months to do. In the documentary 10 Years with Hayao Miyazaki, the legendary Japanese filmmaker talks to one of his animators (Eiji Yamamori) after they complete the crowd scene. The exchange is gold."

As per the user, Miyazaki lauds the animator, who responds that the creation is "so short". Miyazaki simply replies, "But it was worth it."

Persisting backlash

In the recent past, many celebrities have condemned the use of AI in content creation, including deepfakes. In February, Scarlett Johansson spoke out against a viral AI-generated video, falsely depicting her and other celebrities protesting against Kanye West.

In September, Hania Aamir fell prey to a similar virtual attack. Addressing the deepfakes on Instagram Stories, she wrote, "This AI stuff is very scary. Can there be some laws in place? These are not my videos if anyone is convinced they are."