For brands, the implications are twofold: reputational and legal.
Mumbai: A wave of controversy recently swept through the creative world when Open AI showcased its ability to generate visuals that uncannily mimic the signature style of Studio Ghibli—the beloved Japanese animation studio known for its hand-drawn magic and emotional storytelling. What began as an impressive display of generative AI’s technical skill has since evolved into a deeper debate around originality, ethics, and the future of creativity.
For brand marketers and creative professionals, this moment is more than a cultural flashpoint—it’s a signal of what’s coming. As AI tools like DALL·E and Mid journey become more accessible and sophisticated, their potential to reshape the creative process is undeniable. Brands are already experimenting with AI-generated content for speed, scale, and novelty. But as we venture into this new territory, the Ghibli controversy is a timely reminder: inspiration can quickly blur into imitation, and with it comes a host of legal, ethical, and brand integrity concerns.
Hayao Miyazaki, the legendary co-founder of Studio Ghibli, has famously criticized AI art as soulless, calling it “an insult to life itself.” In contrast, Open AI’s Sam Altman has leaned into the cultural moment, highlighting the power of AI to expand creative possibilities. This tension—between artistic legacy and technological innovation—is now playing out in brand boardrooms and agency war rooms.
From a branding standpoint, the allure is obvious: AI can evoke emotion, nostalgia, and even cultural cachet in a fraction of the time and cost of traditional methods. But here’s the risk—using AI-generated styles that echo iconic artists or studios may trigger backlash from fans, lawsuits from rights holders, or worse, a crisis of authenticity that erodes trust in the brand.
So the question isn’t just can AI help brands create? Its how should we use it responsibly, creatively, and ethically?
This isn’t a hypothetical scenario. It’s already influencing how campaigns are conceptualized, how assets are produced, and how audiences engage with branded content. For marketers and creative, the Ghibli-AI episode is a wake-up call to navigate the fine line between innovation and appropriation—before it’s drawn for them.
In conversation with Nagessh Pannaswami, Founder, Curry Nation on this trend and how the industry is tackling it and much more……..
How Open AI’s ability to mimic Studio Ghiblis’s aesthetic affecting the art and animation industry?
The ability of AI to replicate iconic visual styles, such as Studio Ghibli’s, represents a significant technological milestone – but also a philosophical one for the creative industries. From a technical standpoint, it democratizes access to high-quality, stylized art, enabling faster iteration and broader visual experimentation.
However, when a machine begins to approximate the aesthetic language painstakingly built by visionary artists like Hayao Miyazaki, it prompts a deeper reflection on the role of originality, authorship, and cultural nuance. For the animation and visual storytelling community, this is a critical moment to reassert the value of human-led creativity, while thoughtfully integrating AI as a tool rather than a replacement.
The ethical and legal implications for artists and brands?
The ethical and legal landscape around AI-generated art is still evolving, and the questions it raises are far from superficial. When AI is trained on an artist’s unique body of work – especially without consent – it challenges both intellectual property norms and creative ethics.
For brands, the implications are twofold: reputational and legal. Using AI to produce content that closely mirrors an established style may be efficient, but it could lead to IP disputes or audience backlash, particularly if the original creator’s voice or philosophy is diluted in the process. The safest and most sustainable path forward is to use AI responsibly – with transparency, proper credit, and respect for the creative lineage it draws from.
Is this trend influencing branding, advertising, and creative industries?
The rise of AI-generated aesthetics is pushing the creative industries into uncharted, yet exciting, territory. For branding and advertising, it offers new possibilities in visual execution, speed, and customization. Campaigns can now be visualized in seconds, tested rapidly, and adapted at scale.
However, while this enhances production capabilities, it also amplifies the need for stronger creative direction and strategic clarity. AI can generate visuals, but it cannot intuitively understand brand tone, cultural nuance, or emotional storytelling – at least not yet. The competitive edge for agencies and brands will lie in how well they blend AI’s efficiency with deep human insight and originality.
At Curry Nation, we see AI as an amplifier – not a substitute for meaningful, culturally rooted brand expression.
Industry perspectives on Hayao Miyazaki’s AI art skepticism vs. Sam Altman’s embrace of AI-generated styles.
Both positions offer valuable lenses through which to understand the current creative crossroads. Hayao Miyazaki’s skepticism is deeply rooted in a belief that art is an expression of the soul – formed through time, experience, and personal narrative. His concern is not with AI’s capability, but with what may be lost when we decouple creation from intention.
Sam Altman, conversely, embodies a belief in innovation’s potential to scale creativity and unlock new forms of artistic participation. His stance is future-focused aiming to make aesthetics and storytelling more accessible through technology.
The creative industry doesn’t need to choose one over the other. The opportunity lies in bridging these two philosophies: honoring the sanctity of human imagination, while embracing AI’s potential as a collaborative tool. Regulation, transparency, and ethical best practices will play a vital role in maintaining this balance.
