With a focus on innovation, safety, and age-appropriate play, the partnership promises to bring intelligent, personalised toys. (Express Image/Mattel)
AI powerhouse OpenAI has announced a strategic partnership with Barbie-maker Mattel Inc. Under this partnership, the Sam Altman-led company will create AI-powered toys and experiences. This will essentially bring OpenAI’s tech to Mattel brands such as Hot Wheels, American Girl, Barbie, and more.
“We’re pleased to work with Mattel as it moves to introduce thoughtful AI-powered experiences and products into its iconic brands, while also providing its employees the benefits of ChatGPT. With OpenAI, Mattel has access to an advanced set of AI capabilities alongside new tools to enable productivity, creativity, and company-wide transformation at scale,” said Brad Lightcap, chief operating officer at OpenAI.
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Under the agreement Mattel will use OpenAI’s expertise to design, develop, and launch ‘groundbreaking experiences for fans worldwide.’ Mattel has said that with the help of OpenAI’s technology, it will bring the magic of AI to age-appropriate play experiences with an emphasis on innovation, privacy, and safety.
“Each of our products and experiences is designed to inspire fans, entertain audiences, and enrich lives through play. AI has the power to expand on that mission and broaden the reach of our brands in new and exciting ways. Our work with OpenAI will enable us to leverage new technologies to solidify our leadership in innovation and reimagine new forms of play,” said Josh Silverman, chief franchise officer at Mattel.
“Mattel will incorporate OpenAI’s advanced AI tools like ChatGPT Enterprise into its business operations to enhance product development and creative ideation, drive innovation, and deepen engagement with its audience. With OpenAI, Mattel will have advanced AI capabilities that can power the development and operations of consumer products and experiences,” the company said in an official statement.
Under this collaboration, consumers can expect the first AI-powered product later this year. The partnership will cover physical toys and digital experiences across Mattel’s portfolio which features hundreds of iconic brands and game titles. Besides, Mattel employees will also gain access to ChatGPT Enterprise to augment creative ideation and streamline business operations across the company. It needs to be noted that both companies emphasised safety and age-appropriate design, with Mattel having full control over its IP and final products.
This is a significant development as it means now toys are about to get more personalised and intelligent with AI. However, children interacting with AI is likely to cause a stir and it may even raise concerns about development, privacy and the larger question – if at all AI belongs in the playroom. However, for much of the debate to unfold, it is ideal to wait for the AI-powered toys to hit the market.
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