Ghibli ai trend produces 514.3% more negative than positive publications on social networks despite interest and widespread fun – school of communication and media

A study by the Faculty of the State University of Montclair in the Joetta di Bella and Fred C. Sautter III Center for Strategic Communication at the Communication School analyzed the discourse of social media around the online trend “Ghibli AI”. The use of AI in “Ghibli-Fy” images to appear similar to the work of the famous animation studio took off at the end of March 2025 and produced an important online discussion.

The protruding facts of the study include:

• 129,000 publications on social networks discussing “Ghibli Ai” in the period studied, which leads to hundreds of millions of views

• 900% increase in research activity for “Ghibli Ai” after updating the OPENAI image generator

• 514.3% more negative than positive publications on social networks mentioning “Ghibli Ai”

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

• “Anger”, “fear” and “disgust” were feelings defined in the articles studied, but “joy” was the most coherent emotion identified in publications on social networks on “Ghibli ai”

• The results suggest a serious concern concerning 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 and art is a point of discord. The trend “Ghibli Ai” and the speech that surrounds it has created an opportunity for social media people to explore the issue, “said Dr. Bond Benton, communication professor at the Montclair State University. “Notable in our results, people were troubled by the trend, but apparently could not stop looking at it and potentially find fun,” he said.

“The implications of apparently light AI trends raise concerns and justify more caution in the future,” said Dr. Jin-A Choi, assistant advertising professor at the Montclair State University. “In addition to ethics and counterfeit, AI has the potential to provide false or biased information in trusted audiences.”

“The AI ​​not only imitates a beloved artistic style,” said Dr. Yi Luo, an associate professor in strategic communication at the Montclair State University. “He rather sparked global conversations on creativity, ethics and essence of human beings.”

The complete study, which can be found herewas led by Dr. Bond Benton, Dr. Jin-A Choi and Dr. Yi Luo des Joetta di Bella and Fred C. Sautter III Center for Strategic Communication.

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About the communication school and the media: The Montclair State University communication and media school offers a range of dynamic communication and media programs to a talented and diversified student population of more than 2,000 people. Offering diplomas in cinema and television, social media and public relations, advertising, journalism and digital media, sports communication, communication and media studies, animation and visual effects, and a master’s dedicated to strategic communication, the school is preparing the next generation of practitioners and leaders in communication and media.

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