Turning Creativity Into a Commodity

OpenAI's latest image-generation tool has gone viral, thanks to a fun feature: users can upload a photo and request a version in Studio Ghibli's magical style.

- LIM WOONG

In seconds, selfies, vacation snapshots, or family portraits are transformed as if they've come from a Ghibli film. Overnight, social media is flooded with charming Ghibli-style images. Many of my graduate students and colleagues at Yonsei changed their KakaoTalk profile pictures to their artificial intelligence-generated portraits. I even tried it, using an old photo of my spouse and myself—though we kept it private. People shared tips on how to get the best results, like a friendly secret.

But, as always, the tool was pushed further. Some created disturbing images—9/11 scenes or violent content—in the soft, pastel Ghibli look. In response, OpenAI began tightening restrictions. You could no longer just say "make this Ghibli-style"; you had to describe the scene and request a new image in that style. Still, the genie was out of the bottle. The trend sparked broader conversations about the ethics of AI-generated art, copyright, and the long-term consequences for artists.

This isn't the first time. Back in 2016, a project called The Next Rembrandt used AI to recreate the look and feel of Rembrandt's work, even though the artist had been gone for centuries. It was seen as a technical marvel—but also raised eyebrows. What does it mean to resurrect a style that took a lifetime to master, all with an algorithm?