A tech expert says people still prefer authentic animation over AI-generated art, despite ChatGPT's popular new function that creates Ghibli-style images.

The new feature transforms photos and memes into the soft pastel palette style of Studio Ghibli — the renowned Japanese animation workshop behind “Spirited Away”.

AI consultant Raj Shroff told RTHK he believes the effect is good marketing for the animation studio.

"Studio Ghibli's viewership could increase by a factor of two, five or 10. The people that own Studio Ghibli, their employees and their current fans, they should be very happy that they're just getting free advertising," he said.

While the AI chatbot's usage and app downloads have hit record highs after the viral rollout, it has raised concerns about privacy and copyright.

Studio Ghibli's founder Hayao Miyazaki previously expressed strong opposition to AI animation, and Miyazaki's son said in a recent interview that his father's creative work is irreplaceable.

Shroff, for his part, thinks companies should follow ethical guidelines when developing features that replicate distinct artistic styles, such as watermarking AI-generated images.

Asked about the relationship between AI art and traditional animation, Shroff compares it to lab-grown diamonds versus natural diamonds.

"Because AI animation or AI art is so easy to create, my personal theory is that the value attached to it will be a little bit lower," he said.

"When it comes to very hardcore or dedicated fan bases of Studio Ghibli or another style of animation, they may prefer the old-school animation methods. If a show is created using those techniques, it may actually be more valuable in the market," he said.