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Toys “R” Us recently released an AI-generated video at the Cannes Film Festival, marking the first time a brand video was created using OpenAI’s text-to-video tool Sora. Despite generating mixed reactions online, a Toys “R” Us executive deemed the video a success and stated that the company would continue to incorporate generative artificial intelligence into its creative processes. The minute-long clip features young Charles Lazarus, the late founder of Toys “R” Us, and the brand mascot, Geoffrey the Giraffe, in his family’s bicycle shop.
The video sparked immediate backlash from creatives who fear AI replacing jobs in acting, writing, and design in the future. Many criticized the use of AI in creating the video and argued that hiring human actors would have been a better choice. The controversy surrounding AI in the creative industry has been further heightened by recent events, such as OpenAI pausing a voice feature due to legal threats from Scarlett Johansson.
Despite the criticism, the creators of the video viewed it as a success and emphasized that AI was just one tool in their creative toolkit and did not result in job losses. They defended their decision to use AI, stating that it allowed them to create an animated character like Geoffrey the Giraffe that couldn’t have been achieved with human actors. Some viewers expressed positive impressions of the video, noting its impressive technology and predicting its future use in commercial spots. Overall, the use of AI in creative industries continues to be a topic of debate and controversy.
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