AI can help, yes. But it should never replace the soul of the artist.
Mumbai: The recent controversy surrounding OpenAI’s ability to generate visuals mimicking Studio Ghibli’s distinct artistic style has reignited a long-simmering global conversation—one that sits at the nexus of technology, creativity, and ethics. What began as a showcase of technical prowess has quickly escalated into a broader cultural debate: can machines truly replicate the soul of human artistry, and if they can, should they?
At the heart of this controversy lies the reverence for Studio Ghibli—a Japanese animation powerhouse known for its handcrafted beauty, emotional depth, and the visionary storytelling of its co-founder, Hayao Miyazaki. For decades, Ghibli’s work has represented the pinnacle of animation artistry, inspiring generations of creators and audiences alike. Miyazaki himself has been vocal about his disdain for AI-generated art, once calling it “an insult to life itself.” So when AI tools began producing eerily accurate renditions in Ghibli’s signature style, it struck a nerve—not just with fans, but across the wider creative community.
On the other side of the spectrum is Sam Altman, CEO of OpenAI, who has embraced the growing capabilities of generative AI and its potential to democratize creativity. This stark contrast in philosophies has sparked an international dialogue: are we witnessing the evolution of creativity, or the erosion of it?
What makes this debate particularly significant is how it’s beginning to influence adjacent industries like branding, marketing, and advertising. With agencies and brands constantly on the hunt for fresh, eye-catching content that resonates culturally, the allure of AI-generated aesthetics—especially ones that tap into powerful nostalgic or artistic sentiments—is undeniable. Yet, it also raises complex questions about authorship, ownership, and authenticity.
In conversation with Soumita Das, Creative Director, ADK Media, on this controversy and her thoughts as a creative person…….
Soumita has over 12 years of experience in creative direction, content strategy, and brand strategy, specialising in leading 360-degree campaigns that deliver measurable business results. Her expertise spans crafting impactful brand communication across both digital and traditional platforms.
She has successfully led teams of up to 25 talented professionals, including copywriters, designers, and animators—fostering seamless collaboration, high efficiency, and a positive, creativity-driven work environment. A strong advocate for team well-being, Soumita is known for maintaining high retention rates while ensuring continuous skill development and alignment with organizational values.
Key strengths include budget negotiations, team management, identifying upselling opportunities, and the creation of intellectual properties (IPs) for brands. She has a proven track record of delivering award-winning work and is passionate about leveraging innovative technologies and formats to solve business challenges and enhance client relationships.
In addition to creative strategy, Soumita brings hands-on experience in managing film and product shoots, guiding PR and event teams, and executing high-impact brand solutions. With a solid foundation in creative problem-solving and a natural ability to mentor and inspire teams, [Name] is well-equipped to take on new challenges and deliver strategic, audience-centric campaigns that exceed client expectations.
How OpenAI’s ability to mimic Studio Ghibli’s aesthetic affecting the art and animation industry?
OpenAI’s ability to replicate Studio Ghibli’s distinct, emotionally charged style may seem like a technological marvel, but for artists and lovers of the craft, it’s an emotional betrayal. Ghibli’s work isn’t just pretty animation. It is storytelling soaked in spirit, culture, and years of mastery. When brands use AI to mimic that aesthetic for marketing or social media trends, they aren’t celebrating it. They’re commodifying it.
Imagine building an empire of creativity. It’s not just a style, it’s a personal identity. To steal it with a machine, without asking, without rights, it’s deeply insulting. The real danger isn’t just AI copying a style. It’s the growing shift from authenticity to algorithms. We’re starting to see a world where artistic value is based not on human emotion or thought, but on trend virality. And while it may offer a temporary high, it lacks staying power.
These AI trends will soon be obsolete. People who chase them are doing nothing of true value. It’s the authentic creators who will survive. They have spirit. They have soul. Machines don’t.
The ethical and legal implications for artists and brands?
Artists aren’t just upset. They’re demoralised. They’re watching brands with the means to commission real work bypass human creators entirely. It’s appalling to see businesses disrespect creativity like this just to be part of a trend. They have the money. They just don’t want to pay. It’s lazy, and a total disrespect to skilled artists.
More than a legal issue, this is an ethical one. Yes, there are murky copyright waters, but it’s the moral disrespect that cuts deepest. The art being stolen isn’t just something to look at, it’s a lived experience, an emotional investment, a narrative. And platforms like Instagram and Facebook, where AI-generated Ghibli-esque content is posted freely, aren’t helping. Before anything goes up, these platforms need to ask: Was the original work violated? Was the artist’s permission sought? Otherwise, it should be taken down.
This isn’t about hating AI. It’s about defining boundaries, preserving dignity, and honouring legacy. AI can help, yes. But it should never replace the soul of the artist.
How is this trend influencing branding, advertising, and creative industries?
In an age where trends move faster than the eye can blink and brands latch on to anything viral, one of the most quietly devastating shifts has been the rise of AI-generated art mimicking iconic styles like Studio Ghibli. What began as curiosity has now morphed into appropriation, and at the heart of it lies a question far greater than visual aesthetic: What happens when machines start stealing souls?
We’re seeing a mechanization of creativity that is especially harmful for young artists, who may feel the pressure to conform. But the advice from veterans is clear: don’t. Stick to your path. Use trends smartly, but never lose your identity. If you blindly follow AI trends, you become just another user, not an artist. This algorithmic aesthetic is a hollow trend. Brands looking for quick engagement might benefit in the short term, but they’re eroding the foundation of real creativity in the process.
Industry perspectives on Hayao Miyazaki’s AI art scepticism vs. Sam Altman’s embrace of AI-generated styles
Hayao Miyazaki, the father of Ghibli, famously said AI-generated art is “an insult to life itself.” And for many, that rings true. Art is emotional output. A machine has no emotion. When it creates, it copies, not expresses. That’s not creation, that’s imitation.
Yet on the other end, voices like Sam Altman argue that AI can “democratize creativity.” But artists see that as a corporate euphemism. Democratizing creativity is just a way of saying, ‘Let’s make everything generic.’ AI lacks cultural grounding and creative lineage. It just samples and spits. That’s not expression. That’s laziness.
Ultimately, art isn’t just about how good something looks. It’s about what it feels like. It’s about intention. The touch of a brush, the weight of a story, the pause before a stroke, the personal storytelling. None of that can be replicated by a machine. Because when art becomes just another data point, we don’t just lose originality. We lose humanity.
It’s the authentic creators who will survive. They have spirit. They have soul. Machines don’t: Soumita Das
