The Scoop: ChatGPT’s Ghibli-esque images highlight IP risks

The release of OpenAI’s updated image generation tool has sparked controversy, particularly regarding its ability to replicate the iconic animation style of Studio Ghibli.

Shortly after the ChatGPT update on Tuesday, social media users began sharing generated images, ranging from personal photos to violent representations of 9/11, generated in a Ghibli-esque style.

OpenAI CEO Sam Altman changed his profile picture on X to a Ghiblified image of himself.

While some view the images as a fun social media trend, others have voiced concerns about the ethical implications of AI creating such works. Critics highlighted the issue of intellectual property and the potential for AI to undermine human artists by mimicking distinctive styles. Studio co-founder Hayao Miyazaki has previously expressed disdain for AI, calling it “an insult to life itself” in a documentary, according to The New York Times.

This adds to a growing number of creatives – writers, musicians and visual artists – and corporate content creators who’ve condemned AI’s use of unlicensed works to train models. The Times article doesn’t indicate if ChatGPT licensed the artwork to train its LLMs model.

In response, OpenAI said their goal was to give users as much creative freedom as possible.

“We continue to prevent generations in the style of individual living artists, but we do permit broader studio styles — which people have used to generate and share some truly delightful and inspired original fan creations,” Taya Christianson, a spokesperson for OpenAI, told the Times.

Why it matters: The Miyazaki case highlights the critical need for brands to protect their IP – whether it’s photos, videos or written material. Today, AI models, like LLMs, can scoop up almost any content and then turn it into something for others to use unknowingly.

While public backlash against this practice is growing, it won’t be enough to shift the balance in favor of creators in a court of law. Brands must take a proactive stance to defend their intellectual property, much like news outlets that have recently taken legal action against AI companies for using their content to train LLMs.

For instance, a judge recently allowed The New York Times’ copyright case against OpenAI to proceed. OpenAI argues that replicating content falls under fair use rules, but this legal battle underscores the importance of protecting original work.

To safeguard their content, brands should ensure they copyright or trademark their work. This creates a strong legal foundation if someone uses their content without permission. Tracking where and how they create content also helps establish ownership.

They should also consider installing access limitations and using encryption to protect content.

By adopting proactive strategies, brands can stay ahead of these challenges and be ready if the need for more intense legal recourse arises. As the saying goes: The best defense often starts with a strong offense.

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Casey Weldon is a reporter for PR Daily. Follow him on LinkedIn.