Toys R Us has long touted the power of imagination and make-believe in fostering human development and creativity. But for the retailer’s new ad, it tapped generative AI instead—and angered some creatives along the way. Publicized as the “first-ever brand film using OpenAI’s new text-to-video tool, Sora,” the spot depicts the history of Toys R Us, which was founded in 1948 by Charles Lazarus, and its mascot Geoffrey the Giraffe.

The 60-second brand film was produced by Toys R Us Studios, the retailer’s entertainment arm, and agency Native Foreign, which used Sora to create the animation and visuals. A press release noted that Sora helped condense “hundreds of iterative shots” to a couple of dozen. The brand also used an original music score from Aaron Marsh and some corrective visual effects. A 30-second trailer debuted this week on Toys R Us’ social platforms.

Also read: Sora reveals industry divide over AI and creativity

Shortly after the film was posted on social media, creators began speaking out. Some criticized the quality of the imagery and said Lazarus’ likeness fell within the uncanny valley. One creator called the work an “abomination.”

A representative for Toys R Us did not immediately provide details on media placement for the campaign or a response to industry reactions.

Following bankruptcy in 2017, the retailer closed its stores and its parent company, Tru Kids, later sold its controlling interest to brand acquisition company WHP Global. The retailer currently operates 1,400 locations, including within Macy’s department stores and at flagships at the American Dream and Mall of America shopping centers.

Toys R Us is not the first brand to receive backlash for using AI in a campaign, and it is unlikely to be the last as marketers try to save costs and be more efficient. Earlier this year, Under Armour was met with criticism from the production community for using artificial intelligence to help create a spot. Similarly, Lego apologized for posting AI-generated images.