With everyone from Prime Minister Modi to cricketer Sachin Tendulkar being part of the viral Ghibli AI trend with their animated pictures seen on social media, could brands be far behind? Sure enough, Zomato, Blinkit, Swiggy, Zepto, Paytm, the Body Shop and Dharma Productions among others clambered on to the Studio Ghibli styled artwork bandwagon on social media.
When ChatGPT launched its most advanced image generator, social media users could not get enough of Studio Ghibli-style renderings of their favourite images and it has fast become the internet’s latest obsession. Celebrities and CEOs quickly dipped their toes into this viral social media trend. In his X post, Sachin Tendulkar said, “AI-sa kuch trend ho raha hai, maine suna. Toh socha, what if Ghibli made cricket?” Meanwhile, Paytm Founder Vijay Shekhar Sharma posted a Studio Ghibli-styled image to announce that the fintech player is working on a new app.
Studio Ghibli is a Japanese animation studio renowned for its stunning hand-drawn animation films, often using pastel palettes and watercolour textures.
All dive in
Government bodies such as MyGovIndia and India Post were also not far behind in joining the trend. Perhaps the most creative rendering of the trend was The Body Shop India, which reimagined its British Rose Eau de Toilette in a dreamy, hand-illustrated aesthetic using the Ghibli model. “This move taps into the growing moment marketing trend, where brands creatively engage with internet culture to spark conversations,” it said in a statement.
ChatGPT founder Sam Altman himself changed his profile pic on X to a Studio Ghibli-styled display picture. The latest update to GPT-4o, released on Tuesday, has introduced advancements, including the ability to generate images imitating favourite animations, out of which Studio Ghibli’s styled animations have become a viral trend.
Future of social media
Experts say this is only a peek into how AI is likely to influence future social media trends.
“Marketing is always a game of finding the balance between the Old and the New. As of now, the ‘new’ is anything AI-related. We will see more of it. The ‘new’ is good for salience. As for the actual conversion of customers, that needs to focus on the old, the things that do not change with time. The core emotions and drives that make us human,” said Prakash Sharma, Co-Founder,1001 Stories and President, Diversifi Global.
Jessie Paul, CEO, Paul Writer said, “ AI does democratise skill sets and tools required for execution of the ideas. We will be flooded with AI generated content which will make it a commodity. So brands will need to continue to focus on ideation for differentiation and innovative campaigns to standout from the crowd.”
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