By Sasmit Patra & Pradeep S Mehta

In another wave of artificial intelligence (AI) hype, the “Ghibli effect” recently took social media by storm. But it was more than just a fun online trend. Beneath its cute AI-generated anime portraits lies a deeper issue—privacy and consumer trust. Millions of users, eager to see themselves in anime avatars, unknowingly handed over a treasure trove of personal images to AI applications. Family photos, private moments, and even images of children were being uploaded, often without a clear understanding of where this data goes or how it will be used. This calls for a pause to examine potential harm, such as paedophiliac misuse, and how it can be regulated.

AI’s ability to mimic artistic styles without clear legal consequences has long frustrated artists, exposing gaps in copyright laws. But beyond creative concerns, this trend is a tool for mass data collection under the guise of entertainment. Instead of scraping the internet, AI companies are now relying on users willingly submitting their own images, often without clearly understanding the dense legalese in terms and conditions.

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........

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