Mattel, the US toy company that owns toy brands such as Barbie and Hot Wheels, earlierAnnounceEstablished a partnership with OpenAI to integrate generative artificial intelligence technology into its toy products, allowing branded toys such as Barbie to interact with users using natural language-driven artificial intelligence technology.
Mattel stated that it will leverage OpenAI's technology to apply artificial intelligence to toys suitable for different age groups, while also emphasizing its focus on innovation and ensuring user privacy. Furthermore, Mattel plans to integrate OpenAI's advanced artificial intelligence technologies, such as ChatGPT Enterprise, into its business operations to enhance product development and creative conception, thereby driving innovation.
“We are thrilled to partner with Mattel, which is committed to bringing engaging AI-powered experiences and products to its iconic brands while empowering its employees with the benefits of ChatGPT,” said Brad Lightcap, OpenAI’s Chief Operating Officer. “With OpenAI’s technology, Mattel has access to a suite of advanced AI capabilities and innovative tools to improve productivity, creativity, and company-wide transformation at scale.”
Josh Silverman, Chief Franchise Officer at Mattel, said: “Every one of our products and experiences is designed to inspire our fans, entertain our audiences, and enrich lives through play. Artificial intelligence can extend this mission and expand the reach of our brand in new and exciting ways. Partnering with OpenAI will allow us to leverage new technologies to solidify our leadership in innovation and reimagine new forms of play.”
Mattel and OpenAI will simultaneously develop a series of products and experiences. The first wave of collaborative products is expected to be launched before the end of this year, but specific details have not been disclosed at this time.
