Iconic toy retailer Toys “R” Us has become the first brand to create an advertisement using Sora, OpenAI’s artificial intelligence (AI) model capable of generating photorealistic videos. The material has rekindled the debate about the contribution that AI can make to the advertising industry.
He clip titled The Origin of Toys “R” The video was produced in collaboration with advertising agency Native Foreign. It is almost entirely AI-generated and is a 60-second tribute to Charles Lazarus, founder of the toy store. The team says the piece is a result of the algorithm’s effectiveness. The resource managed to condense “hundreds of iterative shots into a couple dozen in a few weeks.”
Nik Kleverov, creative director of Natisve Foreign, says that “the industry is experiencing a renaissance. Through Sora, we were able to tell this incredible story with remarkable speed and efficiency. “We are thrilled to collaborate with the Toys “R” Us team to help lead the next wave of innovative storytelling.”
Google presents Veo, the new AI to generate video from scratch that will compete with Sora
At the Google I/O 2024 conference, the company presented new generative AI models. It debuts Veo, a new video generator, and renews Image 3, the text-to-image AI.
The piece has sparked a new debate around what the use of AI algorithms means in the creative field. Issues such as ethics, aesthetic quality, the possible substitution of artists and the originality of the works are part of the discussion. Various analysts anticipate that the emergence of technologies such as Sora predicts the beginning of a new battle in terms of working conditions.
Companies developing AI tools have been called out for apparently using copyrighted works to train their models. OpenAI has been strongly questioned for not revealing the sources from which they extract the information used to improve the performance of their algorithms. The company introduced Sora last February. He published an article about training the model, with few details about the origin of the data used in the process. Bill Peebles, one of the researchers involved in the development, stated that They used licensed materials and “publicly available content.”
Sora and the inevitable evolution of the creative business
Experts who criticize the use of AI in industries such as advertising argue that the end products are of poor quality, lack emotion and are unable to effectively connect with audiences. However, they acknowledge that advertisers’ financial interests are at stake. Dan Goldgeier, a professor at the School of Visual Concepts in Seattle, says the Toys “R” Us ad is just the beginning of a revolution in the sector. “Most consumers won’t notice the difference.” [entre un comercial creado con IA y uno producido por humanos] nor will they care. Most marketers will be more than happy to create these types of pieces for less money.”.
