Toys 'R' Us is under scrutiny following the release of its latest advertisement, which was entirely produced using OpenAI's generative video artificial intelligence tool named Sora.
The commercial portrays the childhood of Charles Lazarus, the founder of the American toy retailer, and his concept behind establishing Toys 'R' Us along with its iconic mascot, Geoffrey the Giraffe. Crafted by the company's internal studio and creative agency Native Foreign, the advertisement has sparked controversy in the creative community.
In a statement accompanying the ad, the toy retailer praises its AI-generated film as groundbreaking, being the first significant advertisement exclusively crafted using OpenAI's text-to-video tool. Kim Miller Olko, the Chief Marketing Officer of Toys 'R' Us, expressed the intention to pay tribute to Charles Lazarus' innovative spirit through this modern technological approach.
However, the advertisement faced harsh criticism from artists and filmmakers, including Joe Russo, the director of 'Avengers: Endgame,' who bluntly stated his disapproval.
Critics particularly highlighted the ad's technical flaws, such as the inconsistency in the visual presentation, including abrupt changes in characters' physical features and attire throughout the 66-second clip. Community reactions on platforms like X and Twitter echoed the sentiment, with users expressing disappointment and confusion over the execution of the advertisement.
Moreover, concerns were raised about the environmental impact of using AI-generated content compared to conventional filming methods for promotional purposes. Critics pointed out the excessive energy consumption associated with producing AI-generated material, which often fails to match the quality and coherence of traditional techniques.
OpenAI introduced its text-to-video model, Sora, on February 15, garnering initial praise for its technological prowess. However, as more details emerged post-launch, the limitations of the model became apparent, particularly in generating consistent and lifelike footage. The debate on the viability and effectiveness of AI-driven content creation continues within the creative industry, emphasizing the importance of balancing innovation with practicality in marketing endeavors.
