AI's Studio Ghibli: Tribute or Travesty?

Let me start with a question. Would you prefer a hand-drawn self-portrait, created with hardwork and love, no matter the time it takes– or a cheap replica of an already existing art style generated faster than you can say “artificial”? Your first answer must have been the former, but with changing times and heavy hearts, we see that many are moving towards the brief lull of generative AI. 

Recently, ChatGPT, the world’s favourite AI tool, released an update that allows users to convert any image fed to the system into one resembling the iconic style of Studio Ghibli, an animation studio founded in 1985 by Hayao Miyazaki and Isao Takahata. The “ghibli-fication” of said images has taken the world by storm. Brands like Zomato, Blinkit, Swiggy and huge production companies are joining in on this trend to appeal to their audience. Even we, as common people, are using AI to do so. But what is so appealing about plastering this iconic animation studio’s work onto daily images?

Generative AI is known for producing content quickly, easily and at very little expense. Photos can be “ghibli-fied” in less than a minute, and can be done just at the click of a button, for free. Many may find it easy to do so because it brings about feelings of uniqueness, creativity and nostalgia to Studio Ghibli movies, and the love they received. However, as attractive and simple this concept seems, it has also sparked ethical concerns about the Studio itself. 

Hayao Miyazaki, the founder of Ghibli Studio, sees art as an “extension of human sentiment”. This is reflected in the hand-drawn animations done by the Studio, each frame cherished for its emotional depth and the detail with which they are created. For AI to diminish a distinct and iconic world built up on dedication, talent and discipline by Miyazaki to so-called “meme fodder” is unfortunate. 

Miyazaki has also been known for his disdain for artificial intelligence, and its use in the animation industry. In a 2016 documentary, “The Never-Ending Man”, the artist was shown an AI-generated animation of a nightmarish creature who was dragging itself across the floor. The creators of this animation suggested its use in horror films or video games, but Miyazaki felt strongly against this project. He voiced that he was “utterly disgusted” and that using AI in such creations was an “insult to life itself”. He also pointed out that humans have started “losing faith in themselves”, and are now using AI as compensation. Imagine his frustration if he witnesses the sheer scale in which Studio Ghibli’s art is being plagiarized!

Furthermore, this “trend” has seen a dramatic increase over the past few weeks, so much so that it is having a direct impact on the environment. This mass-generation of images has increased the number of monthly ChatGPT users to 150 Million. The situation escalated so quickly that OpenAI’s chief executive officer, Sam Altman, joked to “chill with the image generation” and that “his team needs sleep too”. This huge spike in AI usage is undertaking a role in increasing global warming.

CNA Today’s article mentions a study by researchers at Carnegie Mellon University discovering that producing a single photo with generative AI can consume as much energy as fully charging an average smartphone. The power required to generate text is much less. The modeling and training of AI platforms like ChatGPT itself requires a lot of heat, water and natural resources, which has increased tenfold due to the trend. We now see that generative intelligence doesn’t just mark the loss of traditional and ethical legitimacy, but is a loss for the world around us, too.

As the Studio Ghibli trend takes over our surroundings, we must remember the negative effects of AI and how it is destroying livelihoods, cultural integrity and creativity. Art is about embracing the unknown, the imperfections, and technology is diminishing its very essence, day by day, picture by picture. 

So, what can we do to stop this trend from going any further? Go, watch a Ghibli movie or two, and pay attention to the message, the raw emotions conveyed through each hand-drawn image. Inform your friends and family about the negative effects of AI-generated pictures, and tell them to replace the same with authentic artwork. And most importantly, remember that in a world racing toward perfection, it’s the soul in every imperfection that makes human art truly immortal.

Written by Vaidehi Pant