In recent weeks, social media platforms have been flooded with images that, at first glance, resemble scenes from Japanese animated films like “Spirited Away” or “My Neighbor Totoro”. However, these images do not originate from the renowned Studio Ghibli – they are generated by artificial intelligence. OpenAI recently launched a new version of GPT-4o, the model behind ChatGPT, which now allows users to generate images in the visual style of famous art studios. The most popular among them is Ghibli.
This phenomenon has sparked intense debate among lawyers, artists, and fans alike – is it permissible to use AI to replicate the style of one of the most revered animation studios in the world?
AI + Ghibli = A Problem?
Generative models like GPT-4o allow users to describe a scene and receive an image that resembles the work of Hayao Miyazaki, the founder of Studio Ghibli. Stylized backgrounds, expressive character eyes, and a specific mood are hallmark features of this style.
But the question remains – can a "style" be protected by copyright? Serbian Copyright Law explicitly lists what may be considered a copyrighted work. That list does not include “style”.
Similarly, in other legal systems, the situation is more or less the same. Copyright law does not protect ideas or styles – only specific, tangible expressions. From that perspective, mimicking Ghibli’s visual style is not considered copyright infringement unless specific frames, characters, or scenes are directly reproduced.
Ethics, Emotion, and Miyazaki
Legal permissibility does not always equal moral justification. Back in 2016, Hayao Miyazaki referred to AI animation as an “insult to life” in a documentary. His studio is known for the fact that even four-second scenes can take months to animate – by hand and with immense artistic dedication. While AI can now generate a Ghibli-style scene in mere seconds, many see it as diminishing the value and effort behind traditional animation.
What Lies Ahead?
As tools like ChatGPT and OpenAI’s Sora become more powerful, lawmakers around the world are faced with the potential need to redefine intellectual property regulations. Even though style is not currently protected under copyright laws – and therefore not enforceable – it undoubtedly forms part of an artist’s unique identity.
Author:
Ana Radojević, Senior Associate
Email: ana.radojevic@prlegal.rs