One of the world’s largest toy manufacturers, Mattel, has partnered with OpenAI to integrate artificial intelligence technologies into its products. The company plans to use language models in both new toys and corporate processes.
One of the world’s largest toy manufacturers, Mattel, has partnered with OpenAI to integrate artificial intelligence technologies into its products. The company plans to use language models in both new toys and corporate processes.
Mattel has officially announced a partnership with OpenAI, the developer of ChatGPT. According to TechSpot, the company intends to implement generative AI in the creation of interactive gaming products, as well as in operating systems within the company.
Using OpenAI’s language models will allow Mattel to automate the stages of conceptual design, development, and engagement with target audiences. In the future, the company promises to implement «innovative and safe» AI solutions in brands such as Barbie, Hot Wheels, and others.
However, specific toys or features have not yet been announced. At the same time, OpenAI’s PR team confirmed that Mattel’s new AI products will be aimed only at teenagers aged 13 and older. This decision is related to previous scandals. In particular, in 2015, Mattel released Hello Barbie, which recorded conversations with children and caused a wave of criticism due to privacy issues.
Today, despite assurances of safety, concerns persist. OpenAI recently announced that under its data retention policy, almost all conversations with ChatGPT are subject to retention. It is unclear whether this rule will apply to future Mattel products.
Mattel is the world’s second-largest toymaker after LEGO. In partnership with OpenAI, the company will also implement ChatGPT Enterprise into its internal processes, from concept creation to customer service. While many corporations have been hesitant to embrace full-fledged AI automation, Mattel has decided to make generative AI a key part of its business strategy.
We previously reported on how OpenAI launched o3-pro, an artificial intelligence model that the company says is its most powerful to date. It’s a version of OpenAI’s o3, a reasoning model that the startup launched in April.
