Weekly roundup: The AI ‘Ghiblification’ drama and our favourite April Fool’s pranks

Happy Friday MARKETING-INTERACTIVE readers and welcome back to the weekly roundup. This week, we unpacked the rise of “Ghiblification” and the privacy concerns that the trend raises, marveled at Neutrogena and John Cena’s latest vanishing act, and tipped our hats to the April Fool’s pranks that had us questioning reality.

If you need a quick summary, welcome to MARKETING-INTERACTIVE's weekly roundup, a video and article feature in which we take you through the biggest stories of the week and take a deep dive into trending topics we've seen in the industry.

Don't miss: Weekly roundup: ComfortDelGro's refresh and our favourite Raya campaigns

1. Is the latest 'Ghibli' trend a leap for OpenAI's facial recognition capability? 

Artificial Intelligence (AI) is evolving at an incredible pace, with the latest development being the move from text-based learning to image-based learning. This is fuelled by the "Ghiblification" of personal images uploaded into ChatGPT where the AI detects and learns faces to generate a photo in the style of Japanese animation studio, Studio Ghibli. 

As the trend gains popularity, one question has yet to cross the mind of users: What happens to the uploaded photos? 

Read more here. 

2. Neutrogena and John Cena pull off the ultimate vanishing act 

Neutrogena has launched a new campaign featuring actor and WWE superstar John Cena to promote its ultra sheer sunscreen. The campaign highlights the importance of improving sunscreen application and aesthetics, as 99% of healthcare providers believe better user experiences would encourage more frequent use.

Titled "Sunscreen you can't see," the campaign plays on Cena’s famous catchphrase, "You can't see me," emphasising that while the sunscreen is invisible on the skin, its high-SPF mineral formula provides strong UV protection.

Read more here. 

3. 10 posts that bamboozled us this April Fool's Day 

April Fool’s Day is the ultimate playground for brands to unleash their creativity, sprinkle in some humor, and think way outside the box. From hilarious fake product launches to jaw-dropping pranks that take the internet by storm, companies use this day to surprise, delight, and keep fans on their toes. 

These are some of the most interesting April Fool's campaigns we have seen in Singapore this year.

Read more here.

4. 12 April Fool's Day posts we loved from Malaysian brands this year 

Despite falling on the second day of Hari Raya, several brands in Malaysia have not missed the opportunity to roll out their April Fool’s campaigns this year. While some have chosen to steer clear of jokes out of respect for the holiday, others have cleverly combined both celebrations in a fun and lighthearted way.

These are some of the most interesting April Fool's campaigns we have seen in Malaysia this year. 

Read more here. 

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