The Ghibli Effect: A Social Media Phenomenon
Recently, the “Ghibli effect” took social media by storm, captivating millions with its AI-generated anime portraits. However, beneath the surface of this fun online trend lies a more sinister reality—privacy and consumer trust. The viral phenomenon has exposed the dark side of AI, where users unwittingly submit their personal images to AI applications, often without a clear understanding of where this data goes or how it will be used.
Regulatory Gaps and Consumer Trust
India’s Digital Personal Data Protection (DPDP) Act, 2023, and its draft Rules aim to give consumers control over their data, requiring consent and notification for data processing. However, delays in enforcement and limited public awareness render these protections ineffective. The Act also exempts publicly available data, meaning any image shared online can be freely used by companies. Combined with privacy policies, this lets applications train AI systems on uploaded images once users click “agree” for terms & conditions—usually without reading the fine print.
Erasing Data: A Delicate Issue
Once AI models are trained on personal data, erasing that data is nearly impossible. Even if a user requests deletion, AI retains learned patterns, making full removal impossible. This isn’t just about individual privacy. It raises broader concerns about AI’s ability to analyse and classify human traits.
The Risks of Deepfakes and Facial Recognition
The risks aren’t hypothetical. The recent case of genetic testing company 23andMe is a stark warning. Once a top genetic testing service, it now faces financial troubles and is seeking buyers, putting the DNA data of 15 million users at risk. Those who shared their genetic information out of curiosity are now rushing to delete it. The Ghibli Effect serves as another reminder of the risks associated with AI-generated anime, which can be used in facial recognition databases, manipulated into fake videos, exploited for profiling, or compromised in data breaches.
The Need for Regulation
Consumer awareness initiatives must educate the public on AI risks, ensuring users understand that uploading images or personal data to AI tools has long-term implications. Additionally, effective grievance redress mechanisms must be established to provide affected users with legal recourse against data misuse. Consumer groups should be supported to play a crucial role in raising awareness, building capacity, and supporting individuals in addressing AI-related grievances. India must act now to build a governance model that protects rights in the AI era.
Transparency and Accountability
A robust regulatory framework is essential to enforce compliance, penalise misuse, and ensure ethical AI deployment. Without regulatory oversight, consumers remain vulnerable to exploitation. Regular fairness audits should be conducted to identify and mitigate such risks. Technologies like differential privacy and federated learning should be mandated, reducing reliance on centralised databases and mitigating privacy risks. Robust cybersecurity protocols must guard against unauthorised access.
A Call to Action
The Ghibli Effect is not just another internet trend. It exemplifies how AI companies acquire vast amounts of personal data due to lack of user awareness and through veiled consent. When the trend fades, what remains is a digital ecosystem where consumers remain largely unaware of the privacy trade-offs they make. The question remains: Is a cute anime avatar of yourself worth exposing your digital identity? Because right now, no one else is asking that question for you.
Conclusion
India’s regulatory stance on AI remains passive. The DPDP Act does not explicitly regulate AI model training or require transparency on how user data is repurposed. The Ghibli Effect serves as a reminder of the need for a robust regulatory framework that prioritises privacy, transparency, and accountability. Only then can consumers trust AI companies to handle their data responsibly.
Krishaank Jugiani of CUTS International contributed to this article. The writers are respectively Member of Parliament, Rajya Sabha and secretary-general, CUTS International.
The Ghibli Effect is a stark reminder of the need for a robust regulatory framework that protects consumer data and promotes transparency and accountability in AI deployment.
- India’s Digital Personal Data Protection (DPDP) Act, 2023, and its draft Rules aim to give consumers control over their data.
- However, delays in enforcement and limited public awareness render these protections ineffective.
- Publicly available data can be freely used by companies, making it difficult for consumers to control their data.
| Transparency in AI training is crucial. | Data collection must use a default opt-in model, requiring active user consent. |
| Robust regulatory framework is essential to enforce compliance, penalise misuse, and ensure ethical AI deployment. | Technologies like differential privacy and federated learning should be mandated to reduce reliance on centralised databases. |
The Ghibli Effect is not just another internet trend. It exemplifies how AI companies acquire vast amounts of personal data due to lack of user awareness and through veiled consent.
India must act now to build a governance model that protects rights in the AI era.
- Transparency in AI training is crucial.
- Data collection must use a default opt-in model, requiring active user consent.
- Robust regulatory framework is essential.
- Technologies like differential privacy and federated learning should be mandated to reduce reliance on centralised databases.
A robust regulatory framework is essential to enforce compliance, penalise misuse, and ensure ethical AI deployment.
The Ghibli Effect serves as a reminder of the need for a robust regulatory framework that protects consumer data and promotes transparency and accountability in AI deployment.
