In today’s carefully curated digital world, people are used to picking the perfect photos to share parts of their daily lives. With the help of artificial intelligence (AI), images have become even more eye-catching — you can now customize how they look and what they show.
However, the rise of AI-generated images is also disrupting established copyright rules. Since AI can easily replicate, remix, and reimagine existing artistic styles, this raises profound questions about ownership and the very nature of human creativity.
Choosing an art style, like the trending Ghibli-inspired photos, walks a fine line between tribute and infringement — especially when AI creates images that closely resemble the original.
So, what does this mean for internet users and artists? Let’s take a look.
When the Internet Got Ghibli-fied – And Why It Matters
Studio Ghibli, Inc. is the Japanese animation studio behind well-loved anime films, including:
- Spirited Away
- Howl’s Moving Castle
- Grave of the Fireflies
- Ponyo
- Arrietty
- My Neighbor Totoro
Its co-founder, Hayao Miyazaki, is well-known among anime fans worldwide for his distinct art style, combining soft, painterly backgrounds with simplified yet expressive characters. The resulting imagery is so distinctive that fans can recognize the studio’s work just by looking at one scene.
Consequently, its popularity also turned it into a trend.
Users started experimenting with prompts that directly referenced Ghibli’s visual style, such as:
“Create a cozy forest scene in Studio Ghibli style.”
“Transform this picture into a Studio Ghibli-style AI image.”
“Show me a quiet café by the sea with a Studio Ghibli-style background.”
Miyazaki has long championed hand-drawn animation, spending almost 40 years mastering the craft. Ironically, users following the trend don’t need artistic skills to create Ghibli-inspired images—they just need to type in the right text prompts.
Social media helped the trend spread. Users uploaded their personalized Ghibli photos, which inspired others to do the same.
However, it also inevitably raised concerns about AI-generated art infringement devaluing the work of human artists like Miyazaki.
So, we ask: Is the Ghibli-inspired trend a tribute to an artist’s brilliance or an outright infringement on their copyright?
Copyright Laws in the Age of AI and Derivative Creativity
Laws take time to pass, implement, and amend, making it hard to address challenges in a fast-paced digital world with AI, machine learning, and other tech rapidly advancing.
This poses an even bigger challenge when we factor in the millions of businesses that use social media for advertising and marketing – and heavily rely on visual content and trends.
The Rise of Visual Content in Marketing and Brand Storytelling
As of writing, about 5.56 billion people, or 67.9% of the global population, are internet users, while 5.24 billion use social media platforms, which are inherently visual.
Because of this, brands use images, videos, and interactive graphics to capture the audience’s attention in today’s information-overloaded digital age.
They often turn to stock photo and video libraries, but this can be complicated due to licensing agreements and copyright concerns.
How AI-Generated and Remix Culture Complicate Traditional Copyright Laws
Copyright laws protect a creator’s original work, such as books, music, or art, giving them control over who can copy, distribute, or adapt it for profit.
However, traditional copyright laws were designed for a world where creative works were primarily created by individual human authors – not artificial intelligence.
Hence, AI, as a non-human entity, challenges their fundamental concept.
AI models are trained on vast datasets of copyrighted material, raising questions about whether its output is a derivative work that infringes on the originals. Moreover, determining who owns the copyright to AI-generated content is a legal minefield.
It can also be very hard to see what training data was used in creating an AI-generated piece, making legal enforcement challenging. Additionally, the internet’s global reach makes copyright laws even harder to enforce.
Common Misconceptions About “Fair Use” and “Free-to-Use” Licenses in Modern Content
Many people think images found on the internet are free for use. However, the copyright remains with the owner even after the image is uploaded online.
In other words, copyrighted materials, such as Ghibli films and animations, cannot be used without the original creator’s consent unless it would qualify under “fair use” or “free-to-use” licenses.
- Fair Use – A legal doctrine that allows the limited use of a copyrighted material without permission from the copyright holder, by considering:
- The purpose and character of the use;
- The nature of the copyrighted work;
- The amount of the work used; and
- The impact on the market or value of the work.
- Free-to-Use – Meanwhile, free-to-use licenses, like Creative Commons, grant permission for specific uses with conditions, such as attribution, non-commercial use, or no derivatives.
To better understand the concepts, let’s explore the common misconceptions about copyrighted work:
“If it’s on the internet, it’s free to use.”
Just because something is online doesn’t mean it’s in the public domain or free to use. Copyright protection still applies to works published online.
“If I give credit to the creator, it’s fair use.”
Fair use involves certain considerations, not just giving credit. While attribution is important, it doesn’t automatically grant permission to use copyrighted material under all circumstances.
“If I’m not making money from it, it’s okay to use copyrighted material.”
Non-commercial use doesn’t automatically qualify as fair use. In fact, copyright infringement can occur even in non-profit cases.
“I didn’t know it was copyrighted.”
Copyright protection is automatic upon creation – and ignorance of copyright law is not a valid defense.
“I purchased the item, therefore I own the copyright.”
Buying a book, CD, or digital file does not transfer copyright ownership. You own a physical copy of the work, but the copyright itself remains with the creator.
“If there’s no copyright symbol (©), it’s not copyrighted.”
Copyright protection begins as soon as a work is created, even without a copyright symbol.
Case Studies of Real Brands Caught in Legal Gray Zones Due to Derivative or AI-Generated Visuals
The following brands faced backlash for allegedly copying or using artists’ work without permission:
Shein
Fast fashion brand, Shein, has been accused multiple times of copying designs from independent artists and established brands.
Artists have shown side-by-side comparisons of their designs and Shein’s nearly identical copies. However, Shein’s rapid production and turnover make legal enforcement tough, as the products in question are quickly replaced.
Zara
A group of artists claims that Zara is copying their designs without permission.
Previously, Zara was criticized for copying designs from brands like Celine. Meanwhile, luxury shoe brand Christian Louboutin also sued Zara over red-soled shoes, but Zara won the trademark case.
H&M
Instead of following Gucci’s iconic twin fashion show, H&M plans to use AI to create digital “twins” of 30 models.
The AI-generated photos will likely appear in social media posts, but the public is concerned about the implications of “digital clones.”
However, H&M said models will be paid for using their digital twins and will retain rights over their replicas. There will also be watermarks to clearly indicate AI use.
The Hidden Dangers of Using “Free” Images and Creative Commons Content
The internet offers a lot of free content, giving users easy access to materials, information, and data with just a few clicks.
However, it’s important to understand that “free” online often comes with hidden complexities and potential risks.
Let’s take a look.
The Risks of Using Stock Images Without Reading the License Terms
Stock images are licensed photos used for commercial purposes, often by marketing agencies and individuals who need them for design but lack the time or resources for photoshoots.
For example, websites like Unsplash, Pexels, and Flickr offer millions of professionally taken images for free.
However, while you can use these images without paying, you also have to consider the following:
- Usage Restrictions – Licenses may limit how often an image can be used or the size of its audience.
- Commercial Use Limitations – Using an image for commercial purposes without the proper license can result in hefty fines.
- Attribution Requirements – Some licenses require attribution, so you must credit the photographer or stock image platform upon use.
- Geographic Restrictions – Some licenses even limit the regions where the images can be used.
So, be sure to review the license terms, especially if you’re using stock images for commercial purposes. When in doubt, seek legal advice to ensure you’re following copyright laws.
What “Creative Commons” Really Means – And Where Businesses Go Wrong
Creative Commons (CC) is a non-profit organization that provides free, easy-to-use copyright licenses. This makes it simple for anyone to share and use creative works.
However, there are certain conditions imposed by the creator, such as:
- Non-Commercial (NC) – Restricts use to non-commercial purposes;
- Share Alike (SA) – Requires users to license derivative works under the same terms;
- No Derivatives (ND) – Prohibits users from creating derivative works; and
- Attribution (BY) – Requires users to give credit to the creator.
Unfortunately, many businesses mistakenly assume all CC licenses allow commercial use. They use stock images for ads or website promotions, unknowingly violating copyright laws.
Even when commercial use is allowed, most CC licenses require attribution, which businesses often overlook, especially when using multiple stock images from different platforms in one campaign.
Why Attribution Doesn’t Always Protect You Legally
Crediting the creator is a key principle of honesty and respect. However, mere acknowledgment of the original creator does not automatically give you the right to use copyrighted material.
Here’s why:
- Copyright Ownership vs. Attribution – Attribution simply acknowledges the creator; it doesn’t transfer or grant any rights to use the work;
- Licensing is Key – Without a valid license, attribution alone offers no legal protection;
- Derivative Works Copyright – Creating a new work based on an existing one requires permission from the original copyright holder;
Thus, while attribution is a good practice, it does not equate to legal protection. It’s still best to acquire a proper license before using copyrighted material, especially for commercial purposes.
Stories of Lawsuits Resulting from Improperly Used Images
Using images the wrong way can lead to backlash or even legal trouble. Here are some examples:
- BuzzFeed – A photographer sued BuzzFeed for using his photo without giving credit, which broke copyright law. The court ruled in the photographer’s favor, rejecting BuzzFeed’s appeal and its excuse that it didn’t know it was doing anything wrong.
- Getty Images and Agence France Presse (AFP) – Photographer Daniel Morel took photos of the 2010 Haiti earthquake and posted them on Twitter.
Getty Images and AFP used Morel’s photos without permission, so he sued for copyright infringement and won. The court ruled that sharing photos on social media doesn’t equate to relinquishing your copyright.
Ghibli, Fan Art, and Grey Areas: Cultural References and Visual IP
Studio Ghibli’s beautiful scenes, unique characters, and heartfelt stories connect with people around the world. This strong fanbase has sparked a rise in fan art inspired by Ghibli’s style, characters, and world-building.
While fan art is generally considered a tribute, it also involves using copyrighted elements without explicit permission.
The Difference Between Homage, Parody, and Copyright Infringement
Copyright terms can be confusing, especially if you don’t have a legal background. Here are the main differences to help you understand them better.
- Homage – This refers to the act of paying tribute to another work or creator—acknowledging and celebrating an artist’s influence. It may include elements of the original work, but with a clear intent to honor, not copy.
Homage itself is not copyright infringement, as long as it doesn’t involve substantial copying or unauthorized use of copyrighted material.
- Parody – Meanwhile, parody imitates another work for humor, often exaggerating or mocking it. It’s usually protected by “fair use,” as long as it adds new meaning or commentary and is clearly a parody.
- Copyright Infringement – This is when a copyrighted work is copied or used without permission. Copyright infringement violates the creator’s rights by reproducing, distributing, performing, or creating new works without authorization.
Simply put, homage honors a creator, parody humorously critiques or pokes fun at something, and copyright infringement AI is straight-up copying or appropriating someone else’s work without permission.
Popular Franchises Like Studio Ghibli and Their Stance on Fan Creations
Many franchises value fan engagement, as this boosts their popularity.
However, like other franchise owners, Studio Ghibli copyright focuses on protecting its artistic vision and unique film style. Miyazaki, for example, is known for carefully reviewing each frame of his films before production, with every frame drawn by hand.
Thus, it’s understandable that Studio Ghibli may be concerned about fan creations, as they could damage the brand’s image or confuse people about their origin. In fact, Miyazaki once called artificial intelligence in animation “utterly disgusting” and “an insult to life itself.”
How Businesses Often Accidentally Misuse Pop Culture Imagery
When something goes viral, brands often jump on the trend. However, reposting or sharing images and videos without checking the original source can lead to infringement.
Additionally, many businesses lack the resources or expertise to do thorough background research, so they often use easily available online images without checking licensing agreements or verifying ownership.
This is especially true now that meme culture thrives on remixing content, creating a false sense of permission. And with AI, it’s even harder to tell if a generated image uses copyrighted material or not.
What Counts as Derivative Work – and How To Avoid Legal Pitfalls
Copyright laws give creators the exclusive right to create derivative works, which may include:
- Translations – Converting a written work from one language to another;
- Musical Arrangements – Adapting a musical composition for different instruments;
- Dramatizations – Turning a book into a play;
- Art Reproductions – Rendering the same artwork in a different medium;
- Motion Picture Versions – Making a movie based on a book; and
- Remixes and Mashups – Combining songs or music to create something new.
In other words, a derivative work is a new creation based on a pre-existing copyrighted work.
Thus, it still requires permission from the original copyright holder, otherwise, it can be considered copyright infringement.
Protecting Your Own Creative Assets from Unauthorized Use
In today’s digital landscape, artists and brands need to protect their creative assets from unauthorized use. Otherwise, internet users — or even other businesses — might intentionally or unintentionally use your materials without permission.
Here are some ways to protect your creative assets:
Digital Watermarking, Copyright Registration, and Metadata Tagging
Many creatives and agencies use several strategies to safeguard their works. Here are a few examples:
- Digital Watermarking – A digital watermark is added directly to a digital file to identify its owner or creator. This can take the form of logos, text, or semi-transparent overlays that are visible on the content.
However, there are also invisible watermarks—information embedded in the digital data that can’t be seen by the human eye but can be detected by specialized software.
- Copyright Registration – A creative work is protected from the moment of creation. But registering your copyright with the Intellectual Property Office is still important to create a public record of your ownership.
This provides significant legal advantages in case of infringement lawsuits because it serves as strong evidence that you own the work. Moreover, it can stop others from copying it since your ownership is officially recorded.
- Metadata Tagging – A meta tag reveals the creator and copyright holder of a digital file. It includes details like the author, creation date, copyright info, keywords, descriptions, and licensing terms.
Meta tags help organize and find your files, giving context when your work is shared. However, they can be easily edited or removed, so it’s still best to use other safeguards as well.
How to Monitor the Unauthorized Use of Your Brand’s Visuals
It can be difficult to manually track creative assets once they’re online. Fortunately, various strategies and tools are available to help you monitor and prevent the unauthorized use of your intellectual property.
- Visual Search Technology – Tools like Google Images, TinEye, and Bing Visual Search let you upload brand visuals to find similar images online.
- Specialized Brand Monitoring Tools – Platforms like Brandwatch, Meltwater, and Pixsy use AI and image analysis to detect your logos and brand elements in images and videos online, even if they don’t feature your brand name.
- Social Media Platforms – You can also use search bars on Facebook, Instagram, X, or TikTok to look for your brand name, variations, and related hashtags. While this won’t find visual matches, it may lead to posts where your visuals are used.
- Social Listening Tools – Hootsuite, Sprout Social, and Mention are social listening platforms that track brand mentions and conversations. They help you find out what customers are saying, especially if they tag you for unauthorized use of your logos, product images, or marketing materials.
- Website Monitoring – Regularly search the web using your brand name and keywords, then scan the results for your logos and images on unfamiliar websites.
It’s best to do these checks regularly to catch infringements early. If you find any, keep detailed records like screenshots, URLs, and dates – these are crucial to have on hand if you decide to take legal action.
Tools for DMCA Takedowns and Digital Asset Protection
Under the Digital Millennium Copyright Act (DMCA), copyright holders can request a DMCA takedown to remove infringing content from websites or online platforms.
Here’s a breakdown of the different tools and services available:
- DMCA.com DIY Takedown Toolkit – It provides DMCA notice templates, website scanning tools, and a case management system to help you send takedown requests on your own.
- DMCA Takedown Services – You can also use the services of DMCA Authority, a team of professionals who track down website owners for the removal of infringing content.
Aside from the DMCA, there are other tools that can help prevent unauthorized use of digital assets. These include:
- Watermarking Software and Services – Many photo and video editing tools have built-in watermarking features. These let you add visible or hidden watermarks to your images, videos, and documents.
- Online Marketplace Monitoring – Some services specifically scan e-commerce platforms for unauthorized use of product images and brand elements.
- Specialized Brand Protection Platforms – Companies like RedPoints and BrandShield provide solutions to detect and handle online brand abuse, including counterfeit products and social media impersonation.
Individual creatives and small business owners can use DIY tools and free reverse image search engines for occasional infringements.
Meanwhile, larger businesses or those facing frequent, widespread infringement, like Studio Ghibli, may opt for DMCA takedown services and other comprehensive brand protection platforms.
Setting Terms of Use and Rights Management When Sharing Your Own Content
Setting clear Terms of Use (TOU) explains how others can use your work and helps protect your intellectual property, so you can better oversee its distribution:
- Acceptance of Terms – Users agree to the terms by accessing or using your content.
- Description of Content – Briefly describe the content covered (e.g., text, images, videos).
- Ownership and IP Rights – State that you own all rights to the content, including copyrights and trademarks.
- Permitted Uses – Define what users can do, like sharing links or using the content for personal, non-commercial purposes.
- Prohibited Uses – List what users cannot do, like using the content for commercial purposes or altering it without permission.
- Termination – Explain when you can end a user’s access (e.g., if they are in breach of the terms).
- Contact Information – Provide a way for users to reach you with questions or concerns.
These are just examples for your TOU. Aim to balance protecting your rights with allowing reasonable use and sharing, as overly strict rules may turn away your audience.
Internal Compliance: Creating a Copyright-Safe Workflow
Companies also need to create a copyright-safe workflow within their organizations. Here’s how:
Educating Teams on Image Sourcing and Permissions
Besides protecting your creative work, you should also train your staff on how to properly source and use images. Here’s how:
- Develop Educational Materials – Make a simple guide that explains image copyright basics, license types, and your company’s rules.
- Break Down Key Ideas – Explain the difference between random online images and those that are legal to use (like those in the public domain or Creative Commons).
- Conduct Engaging Training – Organize workshops with Q&As, group chats, and hands-on activities to help staff learn how to spot legal images.
- Bring In Experts – Invite a copyright lawyer or legal expert to explain the risks of using images, videos, or other copyrighted works the wrong way.
Building an Internal Media Repository with Verified Licenses
Many companies give their teams a list of safe websites for stock photos, public domain images, and Creative Commons content.
If you’re a small agency or an independent artist, you can start with Digital Asset Management (DAM) systems like Bynder, MediaValet, or FotoWare. These tools help you store, organize, manage, and share digital files like images, videos, audio, and documents.
When picking a DAM, look for features like:
- Centralized storage
- Metadata management
- License tracking
- Expiration notifications
- Watermarking
Moreover, it’s best if the DAM has strong search tools, customizable workflows, and can connect with other tools like content management systems, marketing platforms, and creative software.
Checklist for Content Creators, Marketers, and Designers
Creative individuals and creators need to understand the basics of copyright, especially when using images. They have to:
- Double-check license terms before using any asset;
- Get clear permission for copyrighted works;
- Know what each license allows and restricts; and
- Always give proper credit when required.
Legal Templates for Permissions and Usage Agreements
Contract terms can vary based on the type of creative asset. Still, there are common clauses you can use when giving someone permission to use your work under certain conditions.
For example, photo, video, and music licenses often include key clauses such as:
- Scope of use
- Duration
- Territory
- Exclusivity
- Modifications allowed
- Attribution requirements
- Payment terms
- Warranties
- Termination clause
- Governing law
However, if you’re commissioning content for your business, make sure you own the copyright by including:
- Work for hire clause
- Ownership transfer clause
- Exclusive rights
- Usage terms
- Credit requirements
- Payment and deliverables terms
These generic clauses are good starting points, but it’s still best to consult an intellectual property lawyer, through virtual admin support or online scheduling assistant, to draft or review your permission and usage agreements.
Preventing Image Leaks and IP Theft in the Age of AI and Cloud Storage
Creatives are right to worry about AI-generated trends, especially those that might cross over into copyright infringement, like the issue Studio Ghibli is currently facing.
How AI Tools Can Scrape and Misuse Your Images Online
Generative AI models use advanced web scraping to gather large datasets from the internet. This helps them create new content, but it can also lead to the misuse of your images, either accidentally or intentionally.
By uploading photos to AI, they can become part of the training data for generative AI models like Midjourney, DALL-E, and ChatGPT. These models learn the patterns, styles, and content from the images they are trained on, resulting in facial recognition risks.
While the AI usually doesn’t replicate your exact image, it can learn to mimic your artistic style, creating derivative works in that style without your consent or compensation.
In some cases, AI tools can create highly realistic manipulated images, known as deepfakes, which can be used to spread misinformation and harm the reputations of public figures like politicians or celebrities.
Data Governance for Image Hosting Platforms
Good data governance means having clear rules and processes to help image hosting platforms, like Google Drive or Dropbox, manage their data. It includes:
- Data Security – Using strong encryption helps keep images safe from hackers and unwanted access.
- Data and AI Privacy Concerns – It complies with data privacy laws and shows users how their data is collected, used, and shared.
- Content Moderation – It also makes sure meta tags are correct and consistent, including details like copyright, licensing, usage rights, and descriptions.
Security Strategies for Internal Design Teams
Some design teams use a separate, secure network that’s not connected to the main company network. This helps reduce risks of data breaches.
In addition, they also use:
- Complex Passwords – They use strong passwords that follow strict rules—like including a number, capital letter, symbol, and more.
- Multi-Factor Authentication (MFA) – They require multi-factor authentication (MFA) for everything—like work computers, servers, cloud storage, and design tools.
- Role-Based Access Control (RBAC) – Design teams give access to files, tools, and project systems based on each person’s role. This means designers can’t see each other’s work unless needed, and only a few people get admin access.
Case Studies: Creative Leaks That Cost Companies Millions
Here are some companies that faced big losses due to their creative work being leaked or shared without permission.
- Grand Theft Auto (GTA) VI – In September 2022, Take-Two Interactive Software confirmed that a hacker leaked early footage of the next installment of its best-selling video game, Grand Theft Auto.
The leak undoubtedly caused significant disruption due to its sheer scale, affecting a multi-million dollar marketing strategy.
- Game of Thrones Episodes – HBO’s popular series, Game of Thrones, had several leaks of unaired episodes and scripts.
Prematurely released plot points and key scenes reduce the impact of the official broadcast, causing some viewers to watch illegally instead of through legitimate HBO subscriptions.
With Game of Thrones’ large audience, even a small number of viewers choosing leaked episodes led to significant revenue loss.
Frequently Asked Questions
Here are some common questions about legal image use for businesses:
#1. Can I Use an Image I Found on Google if I Give Credit?
Google Images is a search engine, not a stock photo library. The photographer, artist, or website owner retains the copyright and controls how their work is used.
Thus, if you want to use an image, go to the original website and check for copyright, terms of use, or licensing details. You can also contact the copyright holder to ask for permission.
#2. What’s the Safest Way to Source Images for My Business?
If you have the skills or budget, hire a photographer or take your own photos to own the copyright. You can also hire a remote graphic designer to create graphics or a remote personal assistant to help find free-to-use images, giving you full control and ownership.
Moreover, platforms like Shutterstock, Unsplash, and Getty Images offer large libraries of high-quality images with different licensing options. You may need to pay a one-time fee for a license that lets you use the image multiple times in various projects without extra royalties.
#3. What Should I Do if I Receive a Copyright Claim?
Receiving a copyright claim can be worrying, but it’s important to stay calm. Here’s what you should do:
- Identify the Source and Nature of the Claim – Determine who is making the claim (platform, copyright agency, or the copyright holder) and identify the specific work involved in the claim.
- Do Not Ignore the Claim – This can lead to serious consequences, like automatic content removal, account suspension, or even legal action.
- Preserve All Evidence – With the help of your virtual personal assistant, keep records of when and how you sourced the material, any licenses you obtained, communications with the copyright holder, and the details of the claim.
- Review Your Usage Rights – Carefully review any licenses for the claimed material to ensure they cover your specific use (e.g., commercial vs. non-commercial, platforms, duration).
- Respond to the Claim – If the claim is through a platform like YouTube or Facebook, follow their specific dispute or counter-notification process.
If you don’t have the rights or a valid defense, the simplest and safest option is to promptly remove the infringing content to mitigate further issues.
Conclusion: Legal Integrity as a Branding Strategy
Artificial intelligence has transformed how businesses operate, including the creative aspects.
However, the popular trend of “Ghibli-fying” images on social media shows how AI can blur the line between tribute and intellectual property infringement.
This creates a challenge for creatives and businesses alike: how to protect their own work while using visuals in a way that respects other creators.
Responsible image use isn’t just for legal purposes – it’s also ethical and strategic, since consumers respect brands with integrity. By crediting artists properly and sourcing images legally, a brand can avoid lawsuits and, at the same time, position itself as one your audience can respect and trust.
To learn how to build a strong marketing team that helps your brand stand out in the age of AI, request a callback now.
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Syrine studies law while working as a content writer. Outside of writing and studying, she tutors, plans events, and browses social media. In 2021, she published Stellar Thoughts.
