Mattel, the company behind Barbie, has partnered with OpenAI to develop and produce toys with the help of artificial intelligence.
The partnership would bring OpenAI, the company behind ChatGPT, into the toy industry for the first time, demonstrating its apparent commitment to expanding the presence of its AI across various sectors.
According to a statement, they plan to launch the first AI-developed toy later this year, although project details are still limited.
To develop new toys, company employees will have access to ChatGPT Enterprise. The AI will be used to accelerate creative and development processes.
Although assisted by AI, Josh Silverman, franchise director at Mattel, stated that products released through the partnership will remain under Mattel’s creative control.
“Each of our products and experiences aims to inspire fans, entertain audiences, and enrich lives through play,” Silverman said.
“Artificial intelligence can expand this mission and take our brands to new possibilities. Our work with OpenAI will strengthen our leadership in innovation and reinvent ways of interaction.”
Photo and video: Unsplash. This content was created with the help of AI and reviewed by the editorial team.
