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

✇Ars Technica
By: Benj Edwards
26 June 2024 at 12:58
A screen capture from the partially AI-generated Toys

Enlarge / A screen capture from the partially AI-generated Toys "R" Us brand film created using Sora. (credit: Toys R Us)

On Monday, Toys "R" Us announced that it had partnered with an ad agency called Native Foreign to create what it calls "the first-ever brand film using OpenAI's new text-to-video tool, Sora." OpenAI debuted Sora in February, but the video synthesis tool has not yet become available to the public. The brand film tells the story of Toys "R" Us founder Charles Lazarus using AI-generated video clips.

"We are thrilled to partner with Native Foreign to push the boundaries of Sora, a groundbreaking new technology from OpenAI that's gaining global attention," wrote Toys "R" Us on its website. "Sora can create up to one-minute-long videos featuring realistic scenes and multiple characters, all generated from text instruction. Imagine the excitement of creating a young Charles Lazarus, the founder of Toys "R" Us, and envisioning his dreams for our iconic brand and beloved mascot Geoffrey the Giraffe in the early 1930s."

The company says that The Origin of Toys "R" Us commercial was co-produced by Toys "R" Us Studios President Kim Miller Olko as executive producer and Native Foreign's Nik Kleverov as director. "Charles Lazarus was a visionary ahead of his time, and we wanted to honor his legacy with a spot using the most cutting-edge technology available," Miller Olko said in a statement.

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Enhancing Security Measures: Overcoming Barriers to Single Sign-On (SSO) Adoption Among SMBs

✇Cybersecurity News and Magazine
By: Ashish Khaitan
21 June 2024 at 03:57

SSO tax

In the latest update of "Secure by Design”, the Cybersecurity and Infrastructure Security Agency (CISA) highlighted the critical importance of integrating security practices into basic services for software manufacturers. The paper highlights a notable concern: the imposition of an "SSO tax" where essential security features like Single Sign-On (SSO) are bundled as premium services, potentially hindering their adoption among Small and Medium-sized Businesses (SMBs).

Implementing Single Sign-On (SSO) into Small and Medium-sized Businesses (SMBs)

SSO simplifies access management by allowing users to authenticate once and gain access to multiple applications—a crucial feature for enhancing security postures across organizations. However, its adoption faces significant hurdles, primarily due to cost implications and perceived operational complexities. One of the primary challenges identified by CISA is pricing SSO capabilities as add-ons rather than including them in the base service. This "SSO tax" not only inflates costs but also creates a barrier for SMBs looking to bolster their security frameworks without incurring substantial expenses. By advocating for SSO to be a fundamental component of software packages, CISA aims to democratize access to essential security measures, positioning them as a customer right rather than a premium feature. Beyond financial considerations, the adoption of SSO is also influenced by varying perceptions among SMBs. While some view it as a critical enhancement to their security infrastructure, others question its cost-effectiveness and operational benefits. Addressing these concerns requires clearer communication on how SSO can streamline operations and improve overall security posture, thereby aligning perceived expenses with tangible returns on investment.

Improving User Experience and Support

Technical proficiency poses another hurdle. Despite vendors providing training materials, SMBs often face challenges in effectively deploying and maintaining SSO solutions. The complexity involved in integrating SSO into existing systems and the adequacy of support resources provided by vendors are critical factors influencing adoption rates. Streamlining deployment processes and enhancing support mechanisms can mitigate these challenges, making SSO more accessible and manageable for SMBs with limited technical resources. Moreover, the user experience with SSO implementation plays a pivotal role. Feedback from SMBs indicates discrepancies in the accuracy and comprehensiveness of support materials, necessitating multiple interactions with customer support—a time-consuming process for resource-constrained businesses. Simplifying user interfaces, refining support documentation, and offering responsive customer service are essential to improving the adoption experience and reducing operational friction. In light of these updates, there is a clear call to action for software manufacturers. Aligning with the principles of Secure by Design, manufacturers should integrate SSO into their core service offerings, thereby enhancing accessibility and affordability for SMBs. By addressing economic barriers, improving user interfaces, and providing robust technical support, manufacturers can foster a more conducive environment for SSO adoption among SMBs.
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