AI art debate: innovation or imitation? fifth finds

OpenAI’s latest image generation tool is making waves after users noticed it producing artwork that closely mirrors Studio Ghibli’s signature style. The backlash has reignited a long-running debate over AI’s role in creative industries, with concerns around ethics, originality and artistic ownership.

Legendary animator Hayao Miyazaki has been vocal in his opposition, calling AI-generated art ‘an insult to life itself.’ His stance reflects a wider concern – where does inspiration end and imitation begin? Art should be valued and protected, and these tools raise serious questions about authorship and creative integrity.

At The Fifth, we see the complications AI brings, but also the need to test and learn. These tools aren’t going away, and understanding them is key to navigating inevitable shifts in work, creativity and society. AI might be changing the landscape, but human creativity remains irreplaceable. (Read more)

Why cultural fluency is the foundation of modern brand DNA.

Our CEO, Oliver Lewis, sat down with Campaign to delve deeper into why cultural fluency lies at the core of modern brand DNA. Cultural fluency is the future of brand engagement. But who are the winners?

The answer lies with brands that make the effort to truly integrate with culture. 88% of CMOs agree that cultural engagement is essential, yet 74% struggle to form meaningful connections. But why?

Here’s a sneak peek:

Technology can track trends, but cultural fluency is about people. It’s about fostering relationships, listening to communities, and being genuinely present in meaningful ways. Brands that focus on this, rather than short-term marketing wins, will not only create more impactful campaigns but will also build lasting connections that shape culture for years to come.

Collaboration with Creators is crucial. Don’t be an outsider, work with trusted voices within communities to build deeper connections. Be on the frontline. Be curious. Be authentic. (Read more)

TikTok fights back as U.S. ban looms.

TikTok has been under U.S. government scrutiny for years, accused of funnelling user data to China through its parent company, ByteDance. Despite no public evidence being provided, the pressure has now resulted in Congress banning the app.
TikTok insists the claims are unfounded, arguing it goes further than any other U.S. tech company to protect user data. In a rare move, it’s opened the doors to its state-of-the-art security centre, where U.S. TV personality, Lisa Remillard, gives an inside look at how data is managed and monitored. (Read more)

New Tony Hawk soundtrack.

The Tony Hawk’s Pro Skater franchise is built on tight gameplay and an unbeatable soundtrack. Now, as the remastered Tony Hawk’s Pro Skater 3+4 edges closer, the music is getting a refresh. Expect the classics, but with some new tracks thrown in to keep things fresh.

For anyone who spent hours perfecting combos to the sound of Goldfinger and Rage Against the Machine, music is as much a part of the experience as the skating itself. The right soundtrack doesn’t just set the tone, it cements a game’s legacy.

With gaming culture continuing to shape entertainment and marketing, brands are finding new ways to tap into nostalgia and community-driven experiences. (Read more)

Advertising Week Europe 2025.

This week we’ve been out and about at Advertising Week Europe hearing from from leaders, brands, and industry experts. With plenty of thought-provoking discussions, we thought we’d share some takeaway stats from a couple of sessions attended:

The importance of Premium content on YouTube:

• It captures 40% of active attention on YouTube, compared to 20% for non-premium content.
• It increases attention especially among 18-34-year-olds by 38% and engagement by 28% when using non-skip ads.

Defining TV in the fragmented ecosystem:

• Magnite research shows 100% of streaming TV is considered high-quality, while 88% of user-generated content on video sharing platforms is considered low-quality.
• The importance of considering YouTube as TV was highlighted with 60% of delivery on YouTube considered TV.

Food Entertainment: The New Frontier in Social Content.

We’ve been looking at how food brands are blending food and entertainment to create relatable, shareable content that keeps audiences hooked.

Food has always been a social experience, but now it’s taking over entertainment too. From competitive eating challenges to cinematic recipe videos, food content isn’t just about cooking, it’s about storytelling, culture and community.

Social platforms are packed with food-driven entertainment, whether it’s high-energy food reviews, deep dives into culinary history or viral challenges that bring audiences together. The appetite for this kind of content is huge, and brands are tapping in, blending food with humour, education and even drama.

At The Fifth, we’re seeing more brands lean into food-led storytelling, using Creators to bring products to life in ways that feel engaging, not transactional. The kitchen is now a stage, and food content is only getting bigger.

If you’re looking to cook up fresh ideas or exploring new ways to engage your audience, this quick read breaks down why ‘foodertainment’ is the future. (Read more)

Want to receive weekly updates? Sign up to our mailing list here to have Fifth Finds delivered straight to your inbox!