Mattel, the company behind Barbie, has announced a partnership with OpenAI to create toys and games powered by artificial intelligence. The deal was made public on Thursday as Mattel hopess to keep up with the fast-moving changes brought by new technology.
Mattel called this a major partnership that will help it build AI-driven toys and experiences using its most popular brands, such as Barbie, Hot Wheels, and American Girl. The company said it expects to show its first AI-powered product later this year as it aims to be a leader in the toy industry’s use of artificial intelligence. In a statement, Mattel said OpenAI’s tools will be used to make play experiences that are safe and suitable for children, with a focus on privacy and security. The company also plans to use OpenAI’s business tools, including ChatGPT Enterprise, to speed up how it develops new products.
This move shows how artificial intelligence is now affecting nearly every business. Mattel said OpenAI’s technology will help it run its business better and make new kinds of products. Generative AI was first thought of as a way to handle simple tasks, but it is now able to do much more than that.
Brad Lightcap, the chief operating officer of OpenAI, said his company is happy to work with Mattel as it brings AI-powered experiences to its famous brands, including Hot Wheels, American Girl . “With OpenAI, Mattel has access to an advanced set of AI capabilities alongside new tools to enable productivity, creativity and companywide transformation at scale,” he added in a statement.
While toy sales have been declining for years, Mattel has found new ways to use its brand names, including making movies, TV shows, and mobile games. Following the success of the 2023 Barbie movie, Mattel’s studio has more than a dozen films planned based on its toy lines.
But there are some concerns about how artificial intelligence is being built into children’s toys.
As AI technology becomes more advanced, parents and experts worry about what this means for children’s privacy and safety. Some people are reminded of horror movies like M3GAN, which shows a lifelike AI doll that becomes dangerous and harms people in its effort to protect a child. Stories like this and other schlock horror flicks like Child’s Play highlight fears some still have of mixing artificial intelligence with children’s toys, even if the real-world technology is meant to be safe and helpful.
Mattel insists that its AI-powered toys will be secure, but the fast spread of AI into playtime is raising new questions for families. What are your thoughts>
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English (US) · 