Toys “R” Us faced a wave of backlash after creating its latest ad with OpenAI's artificial intelligence tool called Sora. The ad depicts the childhood of toy retailer Charles Lazarus and his vision to create the Toys “R” Us store and its mascot, Geoffrey the Giraffe. However, the ad was technically criticized for its lack of visual continuity.

Toys “R” Us called its AI-generated ad a “leap ahead of the curve.” However, Avengers: Endgame director Joe Russo said the ad was "terrible." Others have criticized the energy costs of AI-generated material compared to traditional film shooting.

OpenAI first introduced its text-to-video model called Sora on February 15. However, the model's limitations, such as its inability to create a continuous image, became apparent in the rare images that entered the mainstream.

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