WHEN AI ART CROSSES THE LINE
How Close Is Too Close?
Earlier this year, OpenAI introduced a feature in ChatGPT that lets users create images in the style of the prominent animation company Studio Ghibli. The dreamy visuals quickly went viral, and social media filled with people’s everyday photos turned into images that could have been mistaken for scenes from films like “My Neighbor Totoro” and “Spirited Away.” It’s a fun feature, but many artists and copyright experts see the potential pitfalls it creates. WHERE COPYRIGHT BEGINS AND ENDS Copyright law in the U.S. protects actual creative work, like a specific drawing, logo, or character, but broad artistic styles are another story. That means you can’t own something like “soft backgrounds with glowing sunsets,” even if you’re known for using them. However, if an image looks too much like a scene from a well-known film or too close to a recognizable character, you could end up in murky territory. Public confusion is another issue. If viewers think a specific company, such as Studio Ghibli, is behind a generated image, the company could argue there’s a trademark infringement. Although no formal complaints regarding Ghibli-style AI images have been made, it’s starting serious discussions worldwide.
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TREADING CAREFULLY If you’re using AI-made visuals in your marketing or branding, it’s worth asking how they might appear to your audience. Even when the intention is playful or respectful, some designs can be misread, especially if they echo the look of a well-known brand or studio. This becomes even
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more important when those images appear in ads, social posts, or other public-facing materials.
To play it safe, aim for imagery that feels fresh and clearly your own. Instead of mimicking a specific style, draw broader inspiration. If a design feels
like it might cross a line or raise eyebrows, it’s smart to pause and ask someone who understands intellectual property before moving forward. NEED GUIDANCE? At Sul Lee Law Firm, we regularly work with creators, agencies, and entrepreneurs working through these kinds of questions. If you’d like help sorting through what’s okay to use or what might get you in trouble down the line, we’re here to help. Our team can also help protect your intellectual property rights.
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