The internet is currently obsessed with “Ghiblifying” photos turning our pictures into Studio Ghibli’s signature aesthetic. AI-powered tools allow users to transform their snapshots into soft, pastel-hued scenes filled with nostalgic charm, evoking the works of Hayao Miyazaki. While fans adore the whimsical results, the trend sparks a deeper conversation about technology’s role in art, especially as Miyazaki himself has openly criticised AI-generated animation.
Recently, I fell into the trend where everyone is Ghiblifying their images. Being a FOMO (Fear of Missing Out) person, I wanted to see how I would look in my favourite anime style. Once my image was generated, I felt incomplete. In fact, I felt a bit sad. While I looked exactly like the art style, it didn’t evoke the same emotions in me as Studio Ghibli films do. This made me think about the bigger picture of how AI, though capable of mimicking an art style, can't capture the soul behind it.
Miyazaki, the legendary co-founder of Studio Ghibli, has never been shy about his disdain for artificial intelligence in animation. In a widely circulated interview, he called AI-generated work an “insult to life itself,” emphasising that true artistry stems from human experience, emotion and craftsmanship.
To him, animation is not just about visual appeal, it's a deeply personal craft that reflects the heart and soul of its creator. He was also famously adamant about computer-generated animation. A single four-second crowd scene from a Studio Ghibli film took a painstaking one year and three months to complete, a testament to the studio’s commitment to hand-drawn artistry. Yet, AI-powered tools like ChatGPT can generate a similar inspired image in at most an hour or less, highlighting the stark contrast between human dedication and AI machine efficiency.
The Ghiblification trend, though playful and creative, sits at the intersection of this controversy. On one hand, it democratises artistic expression, allowing anyone to immerse themselves in a Ghibli-like world with just a few clicks. On the other hand, it prompts questions about the ethics of AI in creative industries.
Should we celebrate AI as a tool for accessibility, or does it risk diluting the value of traditional artistry?
Miyazaki’s legacy is built on meticulous hand-drawn animation, an art form that thrives on patience and passion. While AI can mimic the aesthetic, it cannot replicate the soulful storytelling and attention to detail that defines Studio Ghibli’s magic. One thing about Ghibli is that it will never fail to evoke strong emotions within us, something AI struggles to achieve. Even modern animation studios still reference real-life human expressions when creating their animation, ensuring that characters resonate with audiences on a deeper level. For artists, the concern is less about AI itself and more about how it's used, whether it becomes a tool to enhance creativity or a shortcut that undervalues craftsmanship. Hayao Miyazaki’s criticism reflects this fear, as he sees AI-generated animation as a hollow imitation rather than a genuine artistic expression.
The Role of AI in Creative Industries
As we continue to experiment with AI-driven creativity, perhaps the challenge is not to replace human artists but to find a balanced one where technology supports, rather than diminishes, the integrity of the craft. This debate extends beyond animation and into the broader creative industry, including marketing and advertising. As brands experiment with AI-generated content, the challenge becomes maintaining authenticity and emotional resonance. While AI can assist in scaling creative output, the most compelling campaigns still rely on human insights, storytelling and cultural nuance. Just as Miyazaki believes in the irreplaceable value of human artistry, marketers must balance automation with genuine creative expression to build meaningful connections with their audiences. As we continue to experiment with AI-driven creativity, perhaps the challenge is not to replace human artists but to find a balance, one where technology supports, rather than diminishes, the integrity of the craft.
So, what now?
As we continue to experiment with AI-driven creativity, the challenge isn't to replace human artists but to find a balanced approach, one where technology supports, rather than diminishes, the integrity of the craft. For artists and creators across industries, it's not about whether AI can mimic the human touch, but how we can use it to enhance the art without losing what makes it truly impactful.
At REISE, we believe that while AI can enhance creative workflows, it’s the human touch that truly drives meaningful, emotional connections with audiences. Let’s talk about how we can blend technology with creativity to create impactful campaigns that resonate on a deeper level. Schedule a chat with us today!
