Ghibli AI trend produces 514.3% more negative than positive social media posts despite widespread interest and amusement

A study from Montclair State University faculty in the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the School of Communication analyzed social media discourse around the “Ghibli AI” online trend.  The use of AI to “Ghibli-fy” pictures to appear similar to the work of the renowned animation studio took off in late March of 2025 and produced significant online discussion. 

Highlights from the study include:

• 129,000 social media posts discussing “Ghibli AI” in the period studied resulting in hundreds of millions of views

• 900% increase in search activity for “Ghibli AI” after the OpenAI image generator update

• 514.3% more negative than positive social media posts mentioning “Ghibli AI”

• Dominant discussion themes included concerns about authenticity and ethical implications on art

• “Anger,” “Fear,” and “Disgust” were sentiments defined in the studied posts, yet “Joy” was the most consistent emotion identified in social media posts on “Ghibli AI”

• Results suggest serious concern about this AI trend, but with a corresponding level of interest/amusement associated with “Ghibli AI”

“The role of AI and its effect on creative processes like art is a point of contention. The ‘Ghibli AI’ trend and the discourse around it created an opportunity for people in social media to explore the issue,” said Dr. Bond Benton, Professor of Communication at Montclair State University. “Notable in our results is that people were troubled by the trend but seemingly couldn’t stop looking at it and potentially finding amusement in it,” he said.

“The implications of seemingly lighthearted AI trends raise concerns and warrant further caution in the future,” said Dr. Jin-A Choi, Assistant Professor of Advertising at Montclair State University. “In addition to ethics and infringement, AI has the potential to provide false or biased information misleading trusting audiences.”

“AI does not just emulate a beloved art style,” said Dr. Yi Luo, Associate Professor in Strategic Communication at Montclair State University. “Rather it sparked global conversations on creativity, ethics, and the essence of being human.” 

The full study, which can be found here, was conducted by Dr. Bond Benton, Dr. Jin-A Choi, and Dr. Yi Luo from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication.

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About the School of Communication and Media: The School of Communication and Media at Montclair State University offers a range of dynamic programs in communication and media to a talented and diverse student population of over 2,000. Offering degrees in film and television, social media and public relations, advertising, journalism and digital media, sports communication, communication and media studies, animation and visual effects, and an MA devoted to strategic communication, the School prepares the next generation of communication and media practitioners and leaders.

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