The Ghibli-fication of AI: When ‘Create Anything’ Becomes ‘Create the Same Thing’
This blog post was automatically generated (and translated). It is based on the following original, which I selected for publication on this blog:
Everything is Ghibli – by Carly Ayres – Good Graf!.
Following the release of native image generation in ChatGPT, social media feeds were quickly flooded with Studio Ghibli-style portraits. This raises the question: What does this phenomenon reveal about the direction of AI, art, and our collective attention?
From Selfie to Anime: A Technical Marvel
GPT-4o's image generation capabilities, including blending text and visuals, rendering typography, and managing complex prompts, represent significant technical advancements. However, the most notable aspect was how these advancements were utilized.
The Rise of Ghibli-Core
The trend began with users generating anime-style portraits, quickly evolving into a widespread adoption of the soft, pastel aesthetic reminiscent of Studio Ghibli films. The fervor was such that OpenAI reportedly had to delay the rollout to free users, and the trend even overshadowed Google's release of Gemini 2.5 Pro.
However, this sparked a debate about the value of artistic vision in an age of infinite reproducibility. Hayao Miyazaki, the legendary founder of Studio Ghibli, expressed his disgust, viewing AI-generated art as “an insult to life itself.”
Scarcity and the Attention Economy
The ability to generate a Ghibli homage in seconds shifts the scarcity from execution to attention. One observer noted that we are entering an era where aesthetics become ambient infrastructure, like Wi-Fi. This commodification can transform meaningful narratives into hollow memes, diluting their artistic significance.
Given the infinite possibilities, the widespread repetition of the Ghibli aesthetic raises questions. Why did everyone gravitate towards the same style?
Vibes Over Benchmarks
The Ghibli trend overshadowed the release of Google's most advanced AI model, Gemini 2.5 Pro, highlighting that technical superiority does not guarantee cultural impact. In the attention economy, a memorable vibe can often surpass a better benchmark.
As the Ghibli clones proliferated, the flood revealed a crucial point: When execution becomes trivial, the importance of design is amplified. The trend underscores the need for individuals who can shape concepts and elevate artistic vision.
The Future of Art and Design
Some argue that art direction may become the most important creative role in the coming decade. Others suggest that authentic human creations will become increasingly valuable as AI-generated content becomes ubiquitous.
OpenAI has started adjusting its approach, implementing restrictions on generating images in the style of individual living artists. This reflects an ongoing learning process based on real-world use and feedback.
Generating Norms
The Ghibli-fication of the internet demonstrates AI's capacity to both delight and homogenize. The future will depend on how we respond to these tools and the values they promote. Are we simply generating images, or are we generating norms? Which path do we want to take?