Toys “R” Us riles critics with “first-ever” AI-generated commercial using Sora

🌈 Abstract

The article discusses the human effort required in the production of AI-generated videos, using the examples of the Toys "R" Us video and the "Air Head" video created by shy kids. It highlights that while AI tools like Sora can generate the visual content, significant post-production work by human scriptwriters, VFX artists, and other creative professionals is still needed to make the videos consistent and usable.

🙋 Q&A

[01] The human effort required in AI-generated videos

1. What are the key human roles involved in the production of AI-generated videos?

• Scriptwriters
• VFX artists
• Editors
• Composers for original music scores

2. What kind of post-production work is still required even with AI-generated visuals?

• Corrective VFX to remove unwanted artifacts
• Curation and editing to ensure consistency across generations
• Adding voiceovers, music, and sound design

3. Why is Sora not yet a "turnkey solution" for instantly usable video clips?

• The generated videos still require significant human post-production work to make them consistent and usable.

[02] Implications for the advertising industry

1. How do some in the advertising industry view the use of AI-generated videos?

• Some see it as just the beginning, and believe most consumers won't know or care about the use of AI, and marketers will be happy to use this type of content for less money.

2. What is the perspective of the article's author on the use of AI-generated ads?

• The article's author seems to suggest that while AI-generated content may become more common in advertising, there are still significant human efforts required to make it usable, and critics of this trend may not be able to stop its adoption.