We’re seeing AI not replace creativity but reshape its pace.
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.
Are we simply reimagining creative expression through new tools, or are we at risk of diluting the very essence of what makes human-created art unique? And more pressingly for brands: is leveraging AI-generated art inspired by copyrighted or culturally sacred styles a clever marketing move—or a legal and ethical minefield?
As the lines blur between inspiration and imitation, it’s a conversation that’s not just academic—it’s already playing out in real time across campaign boards, pitch meetings, and digital design studios. If it’s not on your radar yet, it probably should be.
In conversation with Sayesha Kaur, Founder of Form & Flow Studio says, “AI can mimic Studio Ghibli’s aesthetic, but it can’t replicate its emotional soul. Brands must tread carefully. What looks nostalgic can quickly feel hollow if it’s stripped of authorship and intent. The real opportunity isn’t in imitation, but in using AI to elevate human creativity, not replace it.”
Form & FLow is a collective of strategic thinkers, driven by design and defined by impact. Rooted in research and guided by strategy, we craft brands that capture attention and create lasting relevance. At the intersection of innovation and timelessness, we shape stories, design experiences, and execute with precision— because great ideas deserve to be built for the long run. Its an integrated marketing agency at the intersection of storytelling, cultural relevance, and business strategy
Sayesha Kaur is the brand strategist and cultural entrepreneur whose work moves across industries, aesthetics, and geographies with intention. Beginning her journey at 16 on factory floors and shop floors alike, she’s spent over a decade building a 360° understanding of how brands live behind the scenes, in market, and in memory.
As the Co-Founder of Form & Flow, an integrated marketing agency and works at the intersection of culture, commerce, and creativity. From identity systems and launch campaigns to content strategy and partnerships, the agency and the team help businesses move with both purpose and presence. In just 18 months, it has built over 20 brands rooted in narrative clarity and cultural relevance. Sayesha’s approach is equal parts strategic and sensory, grounded in value, emotion, and enduring impact.
On OpenAI’s ability to mimic the Studio Ghibli aesthetic?
The ability to replicate a visual language as nuanced and emotionally resonant as Studio Ghibli’s is technically impressive, but it also raises deeper questions about authorship, intention, and emotional fidelity. Ghibli’s aesthetic isn’t just about linework or palette, it’s about atmosphere, stillness, the emotional pace of a scene. AI can reference it, but it struggles to feel it. That said, brands and agencies are already experimenting with Ghibli-like tones to evoke warmth, nostalgia, and dreamlike escapism… especially in the lifestyle, wellness, and hospitality sectors, which when done originally is great, but when boundaries get blurry then one must ask “is this creativity or is this convenience”
The ethical and legal implications for artists and brands?
We’re in murky territory. Artists’ styles are being scraped, mimicked, and mass-produced without consent. For brands, this presents both opportunity and risk. Using AI-generated styles without clear provenance or credit opens doors to backlash from IP challenges to cultural credibility crises. At Form & Flow, we always ask: Who is the originator of this visual language, and are we honouring that lineage? Brands that want to play with aesthetic referencing must do so transparently and with ethical design principles in place.
The impact across branding, advertising, and creative industries?
We’re seeing AI not replace creativity but reshape its pace. Mood boards are faster, and concepts are more iterative, but the need for discernment has never been higher. The value now lies in curation, storytelling, and synthesis—not just execution. Ghibli-style visuals may draw a scroll, but what makes someone stay… what builds connection is narrative integrity. That’s the actual currency of modern branding.
On Miyazaki’s skepticism vs. Sam Altman’s optimism?
Miyazaki’s resistance to AI art isn’t just philosophical. It’s deeply humanist. He defends the why behind every frame. Sam Altman, on the other hand, represents the can… can we replicate, accelerate, and scale? They’re both right in their own ways. But for creative, the real power is in holding tension between those two poles: to use AI not to erase soul but to elevate the craft. At Form & Flow, we believe the future isn’t AI vs artistry, it’s AI in service of artistry, guided by human intent and intuition.
We’re in murky territory. Artists’ styles are being scraped, mimicked, and mass-produced without consent: Sayesha Kaur
