Latest news with #Barbie-fied
Mint
12-05-2025
- Entertainment
- Mint
AI, identity and drama: Why everyone's turning into a character
MUMBAI: First it was dreamy Ghibli-style portraits. Then came Barbie-fied posters. And now, social media feeds are flooded with boxed action figures of everyday professionals, complete with accessories such as coffee mugs, laptops and clever titles like 'Deadline Warrior' or 'Chief Meme Officer'. What began as playful experimentation with AI tools has snowballed into a cultural moment. Consumers aren't just taking selfies anymore but are creating avatars, crafting narratives and in the process, redefining self-branding. And, for marketers, it's a playground filled with promise and pitfalls. 'AI-generated self-portraits are the item numbers of the digital world—flashy and viral, but rarely central to the plot," said Harikrishnan Pillai, chief executive officer and co-founder of TheSmallBigIdea. 'They may not decide the fate of the film, but they sure get the audience's attention." Also read: 'We love big, hard challenges': Nvidia's Richard Kerris on Indian content market Prachi Bali, executive vice president and head of Saatchi Propagate, sees this trend as part of a larger behavioural shift. 'What this shows is how everybody wants to be a creator of some sort. Technology just feeds off this desire, with a layer of novelty and engagement that is active and allows us to parade as self-expression," she said. These visual trends driven by tools such as Midjourney, Canva, DALL·E, Epik AI and Lensa tap into a craving for personalization, fantasy and social relevance. People are turning themselves into animated heroines, retro dolls or workplace-themed action figures. Often, these are less about vanity and more about signalling who we are, or want to be, in a curated digital world. 'Egocentric processing lies at the centre of consumer psychology," said Priya Narayanan, assistant professor of marketing at IIM Kozhikode. 'Such self-representation indicates a desire to be part of a social conversation, to express oneself and to be talked about." Among Gen Z and young professionals, this AI-fuelled self-expression is especially potent. For many, it's not just a toy or a trend, it's a tool to articulate personality and build visibility in a crowded digital space. 'We haven't even seen the tip of the user-generated content strategy iceberg yet," said Bali. 'As tech democratizes expression, we'll see more courage, sharing and participation. And, the brands that invite this 'play' will garner attention, recall and communities the fastest." But this is not just aesthetic experimentation. It's also brand strategy. 'While these trends may appear short-lived, the underlying behaviour, interest in interactivity and instant gratification is here to stay," said Bali. 'Short-lived is the new normal. In a thumb swipe, in 10 minutes, instant is what the narrative is. Multiply that with personalisation and bang! That's the engagement fodder all brands need." Still, agencies are cautious. 'At Saatchi Propagate, strategy defines our action. Trends are fun to chase, but how it adds up matters. The real AI action lies in enabled tech that impacts brand experience," Bali added. Also read: Creative agencies must kill the nostalgia: FCB's Dheeraj Sinha Pillai echoed the need for intentionality. 'Everyone's playing the game, but the ones who understand why and how to show up tend to leave a stronger mark," he said. 'If the trend is interesting, relevant and big enough… we jump on it… shamelessly." The business side of the avatar boom is also raising questions around IP ownership and brand licencing. 'People don't just want to wear a brand or watch a film anymore. They want to live inside that world," said Bhavik Vora, founder of Black White Orange Brands. 'Turning yourself into a Ghibli-style character is a way of saying, 'This story is part of who I am.'" Vora sees the trend as both a risk and an opportunity. 'On one hand, it's amazing free marketing. On the other, if used commercially without permission, it can cross into infringement territory," he said. But if approached smartly, the upside is huge. 'People want to be in the story now. They don't just want a Stranger Things tee. They want to exist in that universe," he said. He cites LEGO Ideas as a model: 'Fans submit concepts. If selected, they become official products. Indian IPs could adopt similar models." In fact, Vora believes we're entering the age of 'reverse licencing." 'Digital creators are building careers through avatars and characters. The next step is formalizing that into co-licenced products and experiences. But both sides must see value in it." 'We've spent years guarding IP. But the Internet, and now AI, has changed the rules. Fans and creators aren't waiting for permission. They're creating. The question is: do we push back, or do we build a system that brings them in?" he added. 'Because the truth is, a story becomes more powerful when more people help tell it." Narayanan agrees that marketers must now learn to separate fads from durable trends. 'Predictive social media intelligence can help. Once that's clear, brands can align their digital moves with core values to ensure authenticity." Even users are finding emotional value in these virtual makeovers. 'I turned myself into a Ghibli character just for fun, but then realized it reflected how I actually wanted to be seen online," said Neha Verma, a Bangalore-based product designer. 'It's not about beauty, it's about fantasy." Also read: The cult of Lollapalooza and the fault lines in India's events infra The avatar trend also signals a deeper cultural shift. In a time when identity is constantly curated online, from bios and playlists to Pinterest boards and story highlights, AI has given people a way to visually manifest their inner narrative. For some, it's playful. For others, it's aspirational. But for everyone, it's intensely personal. Whether these avatars are passing distractions or the future of self-branding, one thing is clear: the consumer is no longer just a buyer, but a builder of worlds. And, in that world, brands don't just have to show up, but they have to play along. Because when everyone's a character, only the most creative narratives stand out.
Observer
25-04-2025
- Entertainment
- Observer
AI action figures flood social media
This week, actress Brooke Shields posted an image of an action-figure version of herself that came with a needlepoint kit and a pet terrier. Rep Marjorie Taylor Greene, R-Ga, imagined her own figurine accompanied by a gavel and a Bible. These hyper-realistic dolls are nowhere to be found in toy stores, at least for the time being. They are being created using artificial intelligence tools, including ChatGPT. In recent weeks, social media users have been turning to AI to generate Barbie-fied versions of themselves, their dogs or their favorite famous figures. Anna Wintour has not been spared the AI-doll treatment. Neither has Ludwig van Beethoven. The trend has frustrated illustrators who oppose the use of unlicensed artwork to train these artificial intelligence tools and who remain concerned about the effects of AI on their livelihoods. Several have responded by posting similar images of figurines that they illustrated themselves. 'Human Made,' reads a text bubble in the corner of one such illustration by Linh Truong, who depicted herself with her sketchbook and her cat, Kayla. Truong, 23, an artist who lives in New York City, sees the AI action figures, the latest of several AI portraiture trends, as a way that tech companies are trying to connect with users on a personal level. 'They're like, 'We want you to see yourself in our product,'' she said. To plenty of people, that's a tempting possibility. Suzie Geria, 37, a fitness trainer in Toronto, thought the action figure created for her by ChatGPT was surprisingly realistic. It came with a kettlebell and a cartoon peach to represent the glute-focused class she teaches at a nearby gym. 'It's kind of cool to see yourself reflected in a cartoon form,' she said. 'I think we're looking at other ways to see ourselves in the world we live in, which is very much online.' Geria said she had empathy for those who worked in industries that might suffer job loss because of AI. 'It's a tough one, but it's bringing people joy as well,' she said. Pat Bassermann, 42, who works in marketing and lives in Andover, Massachusetts, typed a paragraph-long prompt into ChatGPT to create an action figure of himself. 'Use this photo of me to create an action figure of myself in a blister pack, in the style like a premium collectible toy,' he wrote, adding requests for grilling tongs and a 'relaxed, friendly smile.' He uploaded a headshot and was presented with an image seconds later. 'Wife & Kids Not Included. Messy House Sold Separately,' reads a line of text at the bottom of the image. Soon, his three daughters wanted their own versions. In a few more minutes, they were presented with figurines with ponytails, accessorised with ballet slippers, a video game controller and a cup of Boba tea. As AI platforms have surged in popularity, their image-generating abilities have come under scrutiny. Artists and musicians have argued that the technology threatens their livelihoods. Deepfake images, many of them explicit, have confounded schools, political campaigns and celebrities. In March, social media was flooded with videos that used ChatGPT to replicate the style of Japanese filmmaker Hayao Miyazaki. In response, some users circulated a clip of Miyazaki calling AI 'an insult to life itself' in a 2016 documentary. Martha Ratcliff, 29, an illustrator in Leeds, England, said she spent years developing a distinctive style of portraiture. She said she felt frustrated every time she saw a new AI portrait trend that ostensibly drew from the work of real artists without compensation. She gets that it's fun to hop on a trend, she said. 'But I think if you look at the bigger picture, there are a lot of creatives that are worried,' she added. 'You just don't want it to wipe out the whole creative industry.' She spent about 20 minutes making her own hand-drawn rendition of the trend. She depicted herself holding her newborn, surrounded by flowers, coloured pencils and a steaming mug that said 'mama.' — The New York Times
