Toys "R" Us has unveiled its first AI-generated commercial, created using OpenAI's Sora technology. The ad, produced by the agency Native Foreign, narrates the origin story of the company's founder, Charles Lazarus. The promo follows a young Charles Lazarus, who envisioned transforming toy stores with the help of the brand’s mascot, Geoffrey the Giraffe, who came to him in a dream.

Toys "R" Us said that in addition to Sora, it used some corrective visual effects and an original music score. Many of the scenes retain obvious hallmarks of AI-generated imagery, such as unnatural movement, strange visual artifacts, and the irregular shape of eyeglasses. Reactions to the clip were mixed on social media, with some calling it a compelling, fascinating look into the future of film, while others found it "creepy"​


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