Mattel is collaborating with OpenAI to introduce AI technologies into its toy brands, aiming to create innovative and safe play experiences for children. While details are scarce, the first AI-enhanced product is set for release later this year. This partnership comes as Mattel faces declining toy sales amid economic uncertainties, prompting strategic adjustments including price hikes and cost-cutting measures. Furthermore, Mattel intends to leverage OpenAI's ChatGPT Enterprise for broader business applications, beyond just toys, to enhance operations.
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."
Talks with OpenAI first began late last year, with Mattel emphasizing it retains full control over the products being developed.
Mattel’s move to integrate AI into toys comes amid weaker consumer demand, prompting the company to withdraw forecasts and reassess pricing strategies.
Mattel plans to incorporate OpenAI tools like ChatGPT Enterprise into its business operations beyond just toy development, signaling a broader technological integration.
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