An AI-generated video advert released by Toys 'R' Us sparked controversy and a creative community backlash. 

The one-minute video, created using OpenAI's new text-to-video tool Sora, depicts a young Charles Lazarus, the late founder of Toys 'R' Us, in his family's bike shop alongside the brand's mascot, Geoffrey the Giraffe.

However, the ad drew criticism for its numerous errors and inconsistencies, such as distorted character models, deformed toys, and unnatural movements. Critics also argued that using AI to create content targeting children is inappropriate and that young audiences deserve art crafted by human hands.

The ad also prompted advertising executives and others to voice fears that AI could potentially replace their human roles, and complained the ad was little more than a cynical attempt to cut costs at the expense of quality and artistic integrity.

Despite the backlash, Toys 'R' Us executives defended the ad, calling it "successful" and hinting at further integration of generative AI in their future strategies.