Future+ Fridays | Issue58

1. ChatGPT new image tool goes viral with Ghibli-style art, drives record usage and pressure on OpenAI

What’s Happening: OpenAI’s GPT-4o-powered image generator is now available to all ChatGPT users, including those on the free tier—sparking a surge in Ghibli-style creations and putting massive strain on OpenAI’s infrastructure.

TLDR:

• ChatGPT’s image generator, based on GPT-4o, launched on March 25

• Now accessible to all users, with free-tier users getting three images per day

• Ghibli-style anime art went viral, boosting user engagement and visibility. It is characterized by painterly backgrounds, expressive characters, and magical, nature-infused settings

• CEO Sam Altman updated his profile with a Ghibli-style portrait and acknowledged the demand was far beyond expectations

• ChatGPT gained 1 million users in a single hour during peak activity

• App downloads, usage, and in-app revenue all hit all-time highs in late March

• OpenAI introduced temporary rate limits due to GPU shortages

• The company recently raised $40 billion in new funding

Why It Matters: By making its advanced image tools available to everyone, OpenAI is opening the floodgates to creative experimentation—and fueling explosive user growth in the process. The Ghibli art trend didn’t just go viral; it became a case study in how generative AI can capture public imagination and strain even the most well-funded tech platforms. With other players like Meta, Google, and Microsoft also pushing free AI features, this marks a turning point in making powerful AI accessible to the masses—and intensifying the race to lead the next wave of user engagement.

2. Loewe unveils 'Crafted World' immersive exhibition in Tokyo's Harajuku district

What’s happening: Loewe has opened its largest-ever exhibition, "Crafted World," in Tokyo’s Harajuku district, following its debut in Shanghai. The exhibition celebrates nearly two centuries of craftsmanship, bringing together archival pieces, modern designs, and collaborative art installations.

TLDR:

• "Crafted World" is an immersive Loewe exhibition showcasing its history and creativity.

• Located in Harajuku, Tokyo, running through May 11.

• Highlights include Studio Ghibli-inspired designs and hands-on customization features.

• Digital elements and local collaborations enhance engagement.

• Over 20,000 bookings were made within days of opening making it a very appealing exhibition

• It coincides with Loewe’s leadership expansion, bringing in new creative directors.

Why it matters: Loewe is using exhibitions as strategic brand-building tools that go beyond fashion shows and retail. The Tokyo launch blends nearly 180 years of craftsmanship with interactive elements like tool bag customization, a LINE-based digital guide, and Studio Ghibli-inspired displays—targeting younger, culturally engaged audiences. It also marks 50 years in Japan, a key market, and highlights a broader push to use physical experiences to deepen emotional connections, grow its global presence, and stay relevant in an evolving luxury landscape.

3. Joans Road unveils its most ambitious AI-powered campaign

What's Happening: Jones Road Beauty has unveiled its largest AI-driven advertising campaign, utilizing Meta's AI Sandbox tools to automate and optimize ad content. The campaign marks a significant step in the brand's effort to blend technology with creative storytelling.

TLDR:

• Jones Road Beauty is collaborating with Meta to employ AI in its latest advertising campaign.

• The campaign utilizes Meta's AI Sandbox for generating diverse ad creatives.

• AI tools enable the rapid creation of multiple ad versions, enhancing testing capabilities.

• The initiative aims to improve ad performance and audience engagement.

• This approach reflects a broader trend of integrating AI into digital marketing strategies.

• Jones Road Beauty's CMO, Cody Plofker, emphasizes the potential of AI to streamline creative processes.

Why It Matters: By integrating AI into its advertising strategy, Jones Road Beauty is at the forefront of a significant shift in digital marketing. Utilizing Meta's AI Sandbox allows for the rapid generation and testing of diverse ad creatives, leading to more effective and engaging campaigns. This not only enhances the brand's ability to connect with its audience but also sets a precedent for how AI can revolutionize marketing practices in the beauty industry and beyond.

4. Minecraft movie unveils several major brand collaborations

What's Happening: Minecraft is releasing a movie on April 4,2025. It follows four misfits who are pulled through a portal into a strange, cubic world. To return home, they must master its rules and join an expert crafter on a quest full of creativity and danger. To celebrate the release, it partnered with major brands, as per the breakdown below — showing - how important collaborations have become.

TLDR:

• Oreo: Launched limited-edition square cookies with Minecraft designs and an AR mini-game accessible by scanning the cookies.

• McDonald's: Rolled out "A Minecraft Movie Meal" with themed packaging and collectibles like pixelated Grimace and Hamburglar.

• NYX Cosmetics: Introduced a makeup line inspired by Minecraft mobs and characters, featuring Cheeky Mob Balms and Rare Highlight Balms.

• Doritos: Released square-shaped chips in flavors like "The Creeper Vinegar" and "The Ghast BBQ."

• Adidas: Debuted a sneaker and apparel line inspired by Minecraft visuals, combining digital aesthetics with real-world style.

• Snapchat: Added custom AR effects tied to A Minecraft Movie, letting users place blocky objects in their real-world surroundings and interact with themed lenses.

Why It Matters: These collaborations highlight the widespread cultural impact of Minecraft and its transition from a beloved video game to a major motion picture. By partnering with diverse brands across various industries, A Minecraft Movie is creating unique and immersive experiences that resonate with fans and newcomers alike, further solidifying its place in popular culture. It also marks a historic milestone: the cinematic debut of one of the most influential games of all time, bridging generations of players and introducing the Minecraft universe to a new medium for the first time.

5. The new AI feature from Muzz promotes authenticity by removing makeup and filters

What’s happening: Muzz, the Muslim dating app, is introducing a new AI-powered feature called “Au Natural” that detects and removes filters and heavy makeup from user profile pictures. Starting immediately, all new users must upload an unfiltered photo to verify authenticity. This feature is based on internal data suggesting that filtered images reduce dating success, particularly for women. Muzz positions this as a move toward promoting honesty and transparency on its platform.

TLDR:

• Muzz rolls out “Au Natural,” an AI tool to remove filters and makeup from profile pictures.

• Mandatory for all new user verifications starting now.

• Based on data showing that filtered images impact dating outcomes negatively.

• Designed to promote authenticity and build more trust between users.

• The launch has sparked discussion around consent, privacy, and societal beauty norms.

• The announcement by Muzz CEO, Shahzad Younas generated mixed reactions online.

Why it matters: This move challenges how beauty and authenticity are presented in digital dating, raising larger questions about consent, self-expression, and AI’s role in moderating appearances. While aiming to boost genuine connections, it also highlights the tension between tech enforcement and user autonomy in online relationships. Muzz is betting that realness, even when AI-enforced, will be a competitive edge in the dating app world.