Beyond the Ghibli Drama: - The Art of Pause: Navigating AI Trends Without Losing Perspective

Original article on : https://itsartm.ag/4ckjXvm

I hesitated before writing this, aware of how easily words can be misunderstood or distorted, making it appear as though I'm unequivocally supporting or opposing something without nuance. To avoid misunderstanding, please let me clearly say: IAMAG does not support or feature AI-generated images at our events. Here, I won’t revisit legal or moral debates but instead focus on examining this phenomenon from a sociological perspective.

AI undeniably forms part of our current reality and isn't disappearing. We must approach it thoughtfully, avoiding the traps of transient hype and trends.

The "Ghibli" drama exploded online recently, leaving me wondering why it felt so familiar. Digging into IAMAG archives reminded me that exactly one year ago, during IAMC in Paris, Mateusz Urbanowicz presented a talk titled "What Does Making Good Art Even Mean?" featuring a website that transformed photos into a "Ghibli-style" aesthetic—yes, this was one year ago.

Screenshot from IAMC24 Talk - What Does Making Good Art Even Mean? by Mateusz Urbanowicz

This technology, known as style transfer, is hardly new. Upon further investigation, I found several older services and even free, open-source projects from over two years ago offering similar capabilities.

Screenshot from a 2-year-old open source model on Hugging Face

What’s new here? Essentially, it's rebranding existing style-transfer technology with the buzzword "AI," sparking widespread frenzy. Artists express outrage when seeing images using this style; social media becomes flooded with endless posts; communities quickly ban users sharing these images; and even a fake cease-and-desist letter claiming to be from Studio Ghibli goes viral. Marketers cleverly exploit this controversy, criticizing the trend while promoting their products.

Fake Ghibli Cease and Desist Letter

The whole spectacle recalls Charles Mackay's Memoirs of Extraordinary Popular Delusions and the Madness of Crowds. Interestingly, I referenced Mackay’s work previously during the early NFT craze—history repeats itself.

I genuinely wish people would pause and critically analyze situations before joining such frenzies.

This trend itself isn't groundbreaking; it gained momentum primarily due to ChatGPT’s new image-generation feature, which is essentially copying established style-transfer technology rather than innovating. The rapid spread of these styled images highlights widespread acceptance of ChatGPT’s integration, even if reluctantly acknowledged by many.

We might be witnessing a pivotal moment similar to Google's entry into the market, when it overtook Yahoo and other search engines. Google rose to prominence by scraping web data without explicit permission, offering free search services (like GPT’s free tier), and monetizing via advertisements without sharing revenues with original content creators.

Though not identical, Google's approach and what we see today share foundational similarities, aside from the underlying technologies involved.

This may initially seem unrelated to the core issue—how internet trends spark exaggerated reactions and internal conflicts within communities. Yet, it illustrates how easily communities can be manipulated to generate attention and expand audience reach.

Ultimately, OpenAI successfully garnered immense attention—both positive and negative—fueling countless articles and attracting new users who reacted emotionally rather than thoughtfully evaluating the situation.

Such incidents will undoubtedly recur, teaching valuable lessons to businesses. Unfortunately, emotional reactions continue driving people into increasingly isolated groups, narrowing their global perspective.

If you’re an artist trying to understand our evolving world, resist emotional manipulation genuinely. Avoid excluding others solely because they hold differing views. You can only produce authentic art, images, and films beyond AI’s replication capabilities by maintaining a comprehensive understanding of the world. Break free from predictable patterns—forge your unique creative path.

I'd like to caution readers that this is a lengthy text. I likely won't respond to comments, mainly to avoid unnecessary arguments and to save time and energy. I intend to share thoughts on the current state of the entertainment industry, social media, and AI.

Having recently defended an artist and preparing a talk reflecting on 20 years of experience working with numerous artists and industry professionals, these insights could be an introduction to my upcoming public presentation. This reflection also acts as a post-mortem of the IAMAG Master Classes held in Paris as we prepare to relocate the event to Montreal next year.

Over two decades, I've consistently focused IAMAG (formerly IT'S ART) on the artistic and creative aspects rather than specific tools. This year, celebrating IAMAG Online's 20th anniversary, IAMAG Master Classes 25 embraced traditional artists alongside digital creators, fostering a dialogue beyond the choice of medium or tools. What matters most isn't the finished image, illustration, or sculpture but the motivations and creative processes behind it.

However, the rise of social media and AI has complicated this landscape. Initially, social networks allowed artists to easily connect and share their passion. Over time, the emergence of divisive politics fragmented these once cohesive communities into increasingly isolated bubbles, where individuals often mistake their smaller, like-minded groups for broader consensus.

AI's introduction amplified this fragmentation. At first, many artists openly experimented with tools like Disco Diffusion and Midjourney. However, justified ethical concerns quickly reshaped attitudes, leading most to publicly oppose AI-generated art. This public stance, though understandable, obscured nuanced private discussions. Smaller, strictly anti-AI bubbles emerged, further dividing the artistic community.

(Disclaimer: IAMAG does not support AI-generated art. There is no AI-generated content on our platforms or affiliated brands. My goal here is purely to reflect objectively on these developments.)

Through the IAMAG Master Classes events, especially over the past two editions, I've observed industry professionals openly addressing these issues. Artists clearly demonstrated AI's capabilities and limitations, highlighting the irreplaceable role of artists. Soon, we'll share additional discussions from artists who navigate AI realistically and thoughtfully.

Recently, I noticed criticism directed toward artists who admitted to dealing with AI in early client pitches. Many online commentators argue artists should refuse AI projects, suggesting a disconnect between online perception and industry realities. Many clients now regularly incorporate AI-generated visuals into preliminary concepts, replacing previously standard methods such as image banks or reference images.

Social media often distorts such realities, offering misleading advice to aspiring artists. Producing art from a simple AI prompt doesn't equate to genuine creativity or diminish an artist's value. Artists who equate their work's value solely to AI-generated imagery misunderstand their proper role, inadvertently undermining themselves.

Art is more than the final image—it provokes emotions, shapes visions, and guides creative processes. These fundamental aspects remain beyond AI's capabilities. Techniques will continue evolving, but meaningful artistic expression remains rooted in human insight and intentionality.

Throughout my career, I've been fortunate to collaborate with traditional, digital, and hybrid artists, bringing them together at IAMAG events to foster genuine dialogue and collaboration. Even amidst disagreements, participants consistently agree on the essential importance of the creative process.

Although I once hoped this collaborative spirit might thrive again online, I'm increasingly convinced it won't because of the social bubble phenomena.

For these reasons, I'll continue to organize in-person IAMAG events, where genuine connections, realistic dialogues, and creativity flourish beyond the constraints and illusions of social media.

As we enter the new year, I want to share a heartfelt message with all of you, especially the artists who form the lifeblood of our creative industry. This past year has been challenging in countless ways, and I know many of you have faced moments of fear and uncertainty. I’ve been there myself, and I want to tell you that while it’s easy to say, living in fear won’t help. We find the strength to rise again through hope and faith in our vision.

When I founded IAMAG, the journey was anything but smooth. There were times I thought I wouldn’t make it, yet holding onto hope and rethinking my approach time and again helped me navigate through tough times. This resilience has been tested repeatedly, especially in recent years, as the entertainment industry and IAMAG felt the ripples of change and challenges. But despite the difficulties, I found opportunities to evolve, ensuring IAMAG’s survival and growth.

One major challenge this year has been the fear and anguish sparked by AI’s growing role in the industry. Many have spent time-fighting it head-on, trying to cancel or control something inevitable. I believe this energy is better spent creating. The heart of what makes art extraordinary is its humanity—the uniqueness of ideas, the depth of storytelling, the personal choices, and the emotions infused into every piece.

AI-generated content, for all its novelty, lacks these elements. It cannot replicate the soul of a true artist. This is why, even in a world flooded with generative art, the value of tangible art stands out more than ever. The traditional art market is booming, and this is an opportunity to showcase the profound difference between what is created and what is generated. This is also why IAMC25 will feature more traditional artists than ever—a celebration of the timeless craft that defines our industry.

IAMC25 isn’t just an event; it’s a tribute to all who have shaped this industry and a love letter to those who continue to create and lead. As IAMAG marks its 20th anniversary next year, this event will be one of our grandest. It may also be the last of its kind in Paris as we plan for significant changes in the coming years. This lineup, this celebration, is for you—the artists who inspire and persevere.

To all of you, this is your moment. The world needs your creativity, your stories, your art. Now more than ever, focusing on your unique voice and what sets you apart is essential. The challenges we face are opportunities to prove the enduring value of real art. Let’s embrace them together.

I wish you a year filled with hope, creativity, and success. Let’s make this year a testament to the power of art and the resilience of those who create it. I hope to see you in Paris one last time, to celebrate two decades of creativity!

If you want to push your limits, here's a new challenge for the coming month based on Perry Allen's Master Class, Designing with Emotions.

Have fun creating a piece with an emotional dimension, and post your WIP and final images in this Thread!

Last 72 hours if you want to secure your IAMC25 Ticket with BF Promo : https://itsartm.ag/4dMM6dC

Excited to announce the first Studio part of IAMC25, Dardo Studios:https://itsartm.ag/iamc25-journey

Meet Ayran Oberto, Ed Laag, Daniel Orive, and Kenny Carvalho for a series of Master Classes and Panels

New Speaker confirmed at IAMC25: Craig Mullins.
Line-up and details at : https://itsartm.ag/4dMM6dC


Craig Mullins is a celebrated digital artist known for pioneering digital painting and concept art, particularly in film, video games, and illustration. Often considered one of the founders of digital concept art, Mullins has contributed significantly to the development and aesthetic of visual storytelling in digital media. Mullins' career spans contributions to iconic films such as Forrest Gump, The Matrix, Final Fantasy, and Apollo 13, where his imaginative and technically proficient artwork brought worlds to life for audiences worldwide. His work also extends to the gaming industry, where he's influenced titles like Halo, Age of Empires III, and Assassin's Creed, establishing himself as a versatile force in game design and interactive art. His unique approach blends traditional art techniques with digital tools, producing richly textured and atmospheric visuals that define his signature style.

New Artist confirmed for IAMC25, Ash Thorp -> https://itsartm.ag/4dMM6dC

Ash Thorp is the founder of ALT Creative, Inc. and an acclaimed multidisciplinary artist working in the industry of graphic design, VFX, motion graphics, concept, and film directing. His work has been featured in a multitude of high profile films throughout the past decade, spanning from Ender’s Game in 2014 to his most recent design work on the new Batmobile in the 2022 release of The Batman. The cinematic quality and artistry of Thorp’s work is widely recognized from his skilled digital techniques creating the most surreal hyperrealistic animations of art… leaving you in a captivated state of wonderment and unable to decipher whether it is physically real or computer generated.

Welcome to the IAMAG Community: A Space for Artistic Collaboration

In today’s digital age, artists need spaces to safely share their creations, connect with like-minded individuals, and grow their craft. The IAMAG community is designed to be that space. Here’s why and how it stands out from the countless platforms.

Why the IAMAG Community?

A Safe Space for Artists

The IAMAG community is built to be a secure and welcoming environment for artists to showcase their work. There is no AI-generated content, no scraping, just pure artistic expression. Whether sharing a new piece or engaging in meaningful conversations, this platform ensures your creative work remains respected and protected.

Not Just Another Portfolio Website

This isn’t your typical portfolio site. The IAMAG community fosters the spirit of artistic collaboration. It’s designed for learning, sharing, and connecting. Whether you’re seeking feedback, sharing tips, or discovering inspiration, the goal is to build a network of artists supporting one another rather than simply showcasing work.

A Complement to Your Online Presence

IAMAG doesn’t aim to replace the other platforms you use. In fact, we encourage you to maintain your presence on those sites. In the community, we’ll even share tips to help you gain traction and visibility across your digital platforms. Consider this space a home base for meaningful artistic dialogue and connection.

Supporting IAMAG and Accessing Exclusive Content

The IAMAG Community is entirely free to join and participate in. We believe in offering a safe, vibrant space for artists without any barriers. However, to help the community grow, develop new features, and maintain the unique IAMAG spirit, we offer an option to support us.

By supporting IAMAG, you gain access to over 750+ hours of Master Classes—a wealth of knowledge from industry-leading artists—and all future content. This includes live streams from in-person events and a host of additional perks. Your support directly helps us continue providing more services and expanding the community offerings, but we’re proud to keep the community itself completely free for everyone.

Whether you support IAMAG or not, we are committed to maintaining this space for every artist, at every level, to connect, share, and grow.

How to Get the Most Out of the IAMAG Community

To ensure the community remains a place for growth and positive interaction, here are a few fundamental guidelines:

Share Thoughtfully

While uploading everything you’ve been working on is tempting, we encourage members to limit their shares to no more than two artworks per day. This isn’t a portfolio dump—take time to share thoughtfully and give others the space to engage with your work. Quality feedback and interaction come when we allow our creations to breathe.

Please don't share Links only, only media and we can remove any posts that won't follow the rules in this text.

Be Respectful

Art is about expression; we want every artist to feel safe in this space. That means no insults, politics, or toxic behavior. This is a space where tolerance, respect, and open-mindedness are essential. Let’s focus on what matters: the art.

What You Can Do in the IAMAG Community

• Share your artwork: Showcase your creative work and get meaningful feedback.

• Open discussions: Engage in thought-provoking conversations about techniques, challenges, and the creative process.

• Connect with others: Follow fellow artists, build your network, and get notified when they post new creations.

Whether you’re here to learn, share, or connect, this community is built for you. You’ll become part of a thriving artistic network by contributing thoughtfully and interacting with others. Welcome to the IAMAG community, where art comes first and every artist has a voice.

How to Succeed on Social Networks — Part One: The Pillars
- A Copy from My Medium Series
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Hello! I’m Patrice, the CEO of IAMAG, previously known as IT’S ART. I developed the first version of our website almost 18 years ago. Over the years, I’ve witnessed the rise of social networks and learned how to create a sustainable presence there, among other things.

Since its early days, IAMAG’s social presence has grown steadily, reaching a global audience of over 650K followers despite ups and downs. For more than a decade, I’ve worked with artists and studios, observing how some struggle to maintain a presence on social networks.

Your Identity before anything else

Growing an audience on these platforms is becoming difficult. However, I want to assure you that those who think it’s over are misplaced. It is still crucial for artists to invest time and energy into these networks to succeed and expand their reach. Before starting, please remember that having your website is a mandatory complementary part of developing an efficient social presence and growth for many reasons that will be explained in detail later.

However, performing well on social networks is one of many challenges. There are also a few misconceptions and paradoxes. Users expect a free product to deliver the best results, and while they want to grow their network, they often desire to stay within a niche artist community.

These issues often arise because many people need to consider how to leverage the platform to achieve their goals before using social networks. The primary question I pose to anyone seeking my advice on this topic is, “What’s your goal? What do you want to achieve?” This question is often accompanied by another that can be pretty shocking: “What do you want to sell?”

Answering these questions requires time and careful thought. Many struggle with the second question, “What am I “selling?” because “it’s not apparent. Even without a physical or digital product, you’re your name as if it were a brand — to get a job, grow an audience, or achieve other goals.

Let’s discuss two critical questions:

What’s the goal

This question should trigger many answers and serve as a starting point for brainstorming. Your goal might change after some time, but beginning a strategy with a clear explanation is essential. If your goal is merely to gain more followers or likes, that’s not a substantial goal for an artist. You must dive deeper to understand your motivations and dreams, which will connect to the question: What do you sell?

Some possible goals include finding your dream job, publishing a book, getting noticed by a producer, working on a specific project or IP, or creating your brand. Reflect deeply to find your unique goal, often a long-held dream or part of your identity.

What Do You Want to Sell?

This is where your goal connects with what you want to sell. Once linked, these answers will define ‘how to make this happen’ using social networks — a topic we’ll cover in a future article, the Strategy part.

It seems straightforward if your goal involves tangible outcomes like ‘creating ‘an art book’ or ‘hosting’ an exhibition. However, in many other cases, you must accept that you’re yourself as a person, essentially becoming a brand.

For many artists, this can feel awkward or unappealing, but it’s essential if you want to use social networks to increase your presence and achieve your goals.

This may seem disconnected from how social networks function, but it’s a crucial mindset to adopt before posting differently or more strategically.

Even if this seems fundamental or theoretical, I hope it helps you somehow. I’d love to hear your thoughts and whether you’d like to see more in this series.

Next, I’ll dive into the concept of social bubbles and social audiences to better understand future strategic directions.