Mattel and OpenAI recently announced they are partnering to discover new toys and experiences that leverage artificial intelligence (AI). The companies are still far away from actually producing anything. However, a small team in California is in the early stages of working on the project, according to Axios. And people are wondering out loud about what Barbie, Hot Wheels, American Girl, Matchbox and more will be like if they are powered or accompanied by AI.
What to know about Mattel, OpenAI collaboration
Axios also explained that the first product or experience will likely be for those older than 13 to avoid stricter regulations and possible criticism for promoting AI to younger people, who may not be able to navigate these new waters safely. The collaboration on products is only part of this news. Mattel is also incorporating OpenAI's advanced AI tools like ChatGPT Enterprise for its business operations as a means of improving product development and creative brainstorming. The hope is to drive innovation and deepen engagement with the public, according to a press release by Mattel.
"The agreement unites Mattel’s and OpenAI’s respective expertise to design, develop and launch groundbreaking experiences for fans worldwide," according to the press release. "By using OpenAI’s technology, Mattel will bring the magic of AI to age-appropriate play experiences with an emphasis on innovation, privacy and safety."
While Mattel expects to announce the first AI toy in 2025, most don't expect it to hit stores until further down the road, according to multiple reports. Mattel is describing the partnership as a "strategic collaboration to support AI-powered products and experiences based on Mattels' brands."
Leveraging technology for innovation with AI products
"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," says Josh Silverman, chief franchise officer at Mattel in a press release. "Our work with OpenAI will enable us to leverage new technologies to solidify our leadership in innovation and reimagine new forms of play."
This is not Mattel's first rodeo with AI tools. It has been using Google's AI tools to assess feedback and address problems proactively. And OpenAI has many collaborations, including with Microsoft (although that relationship is reportedly facing turmoil), American Association of Universities, which is an organization of leading research institutions, Reddit, Bain & Company and various news organizations.
AI is loudly disrupting many businesses and this is just another example. Contact centers - with the arrival of AI agents - are experiencing a revolution. Writers in marketing, especially in the area of copywriting, are feeling pressure as AI improves its ability to churn out compelling content. And there are so many more examples. Toys might just be the beginning. Regardless, brands must figure out how to leverage AI while maintaining a human connection with consumers.
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