Lego, Toys "R" Us AI-generated advertising controversy: How can the creative industry address the trend of human-machine integration

Toys "R" Us recently released an advertisement 'created' by artificial intelligence. The ad was made using OpenAI's text-to-video tool Sora, depicting a young Charles and his father in a vintage bicycle shop, transitioning into a dreamscape filled with toys and the brand's mascot Geoffrey the Giraffe. The ad combines real-world scenes and fantastical sequences to tell the brand's origin story, and was promoted as "the first-ever brand film using OpenAI's new text-to-video tool Sora."

The AI-generated advertisement has received mixed reviews. Many creators and critics have expressed strong dissatisfaction, citing concerns over the image quality and Charles' likeness, as the AI-generated imagery in the video exhibits obvious flaws such as unnatural movements, strange visual artifacts, and irregular shapes of objects like glasses.

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