The internet is awash in images of AI-generated “starter packs”—figurines under plastic shells with accessories—a playful trend fueled by the accessibility of new AI image generators. This phenomenon, tho, raises critical questions about copyright infringement, environmental impact, and the aspiration of user data.

The Rise of the “Starter Pack”

The trend gained important momentum with the release of OpenAI’s updated ChatGPT image generator in early April. The updated model, GPT-4O, allows users to generate complex images from simple prompts. According to Anaïs Loubère, expert in social networks and founder of the Digital Pipelettes agency, this technological breakthrough explains the current boom.

Even celebrities have joined in. Actress Brooke Shields, with 2.5 million Instagram subscribers, posted an image of a doll with long hair, accompanied by a miniature dog and an embroidery kit.

The Allure of Customization and nostalgia

Before the “starter pack” figurines, a wave of self-portraits inspired by Studio Ghibli, known for animated films like “My Neighbor Totoro” and “Princess Mononoke,” flooded the internet. Ahlem Abidi-Barthe, professor in digital marketing, explains that it works well because these are customizable formats. It tickles the ego of the consumer.

The appeal extends beyond customization. The drawings and figurines also tap into a childish side therefore necessarily emotional, linked to nostalgia, which contributes to this extreme virality, Abidi-Barthe added.

OpenAI’s Marketing Triumph

The “starter pack” trend has proven to be an effective marketing strategy for OpenAI. Loubère summarizes, there is no better ad for Openai and its image generator than opening its social networks and seeing only that. Sam Altman, the director general of Openai, reported, We have won a million new users in an hour, the day this feature became accessible to all.

ChatGPT has become the most downloaded application worldwide in March, surpassing TikTok and instagram, according to data from Appfigures.

Copyright Concerns and Ethical Debates

The popularity of AI-generated images has sparked criticism, especially from designers and illustrators. French artist Pénélope Bagieu, winner of the Eisner Prize for BD 2019, protested by publishing “Starter Packs” made without AI, using the hashtag #starterpacknoai.

The trend reignites the debate about tech companies using images,drawings,sounds,and videos without explicit authorization to develop their interfaces. For exmaple, OPENAI did not have a license agreement with Studio Ghibli.

Several AI companies face lawsuits in the United States for intellectual property rights violations, though none have been decided on the merits. The European Union is developing regulations to govern the use of copyrighted content by AI.

Environmental and Data Privacy Costs

The environmental impact of generative AI is another concern.Astronaut thomas Pesquet has highlighted the environmental cost behind the “magic.” Each text request on ChatGPT consumes 2.9 Wh of electricity, ten times more than a Google search, according to the International Energy Agency (AIE). Image generation requires even more computing power and energy.

Furthermore,users share personal data when using these tools. Joe Davies of the British firm Digital Fatjoe warns, Internet users deliver their personal data to companies whose intentions are not clear. Your image is a fact and this data has value. Loubère adds, It is as if we were all Openai beta-testers. Each time we do a search, we make the machine more efficient but for free.

Trend Fatigue?

Despite its current popularity, the “starter pack” trend might potentially be short-lived. Loubère suggests, These trends are not intended to last. At the end of the fiftieth, + Starter Pack + that we meet on LinkedIn or Insta, there is saturation.