Toys “R” Us has sparked backlash and controversy after creating an unsettling AI-generated ad using OpenAI’s Sora.

In a move that’s turning heads in both the marketing and tech worlds, Toys “R” Us has partnered with creative agency Native Foreign to create a groundbreaking brand film.

Toys R Us drew backlash from creators for tapping OpenAI's new text-to-video tool Sora for a new brand film.

A screenshot from an AI-generated video that Toys "R" Us released. It is believed to be the first ad created with OpenAI's Sora.

Revived retailer Toys ‘R’ Us is the first brand to use Sora, OpenAI ’s highly anticipated text-to-video tool, for its advertising — and the one-minute spot it debuted at a conference in ...

A completely AI-generated ad from Toys “R” Us sparked backlash from viewers who said it was “creepy” and “weird.” ...

A Toys “R” Us executive called the company’s AI-made video “successful” despite the controversy it generated online.

Toys "R" Us is back with a cutting-edge short film using artificial intelligence to tell the story of its origins that's innovative and nostalgic.

(CNN) — Toys “R” Us is proving artificial intelligence could have a future in film. The retail toy brand premiered a short promo film at the 2024 Cannes Lions Festival in France this week ...