Mattel taps OpenAI to bring AI to playtime

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Mattel has inked a strategic partnership with OpenAI to roll out AI-powered products and experiences inspired by its portfolio of iconic brands.

The collaboration will see Mattel tap OpenAI’s technology, including ChatGPT Enterprise, to create age-appropriate play experiences that blend innovation with privacy and safety.

The toy giant will also use the tools to enhance product development, fuel creative ideation, and drive engagement.

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“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. Our work with OpenAI will enable us to leverage new technologies to solidify our leadership in innovation and reimagine new forms of play,” said Josh Silverman, chief franchise officer at Mattel.

Brad Lightcap, chief operating officer at OpenAI, added: “We're pleased to work with Mattel as it moves to introduce thoughtful AI-powered experiences and products into its iconic brands, while also providing its employees the benefits of ChatGPT. With OpenAI, Mattel has access to an advanced set of AI capabilities alongside new tools to enable productivity, creativity, and company-wide transformation at scale.”

Both companies said safety, privacy and security will be central to the products and experiences that emerge from the tie-up. Their first product is expected to be announced later this year.

Mattel is the latest to join OpenAI’s growing list of partners as brands embrace AI at scale. Earlier in April this year, the ChatGPT maker partnered its first airline, Singapore Airlines.

Under the partnership, Singapore Airlines will team up with OpenAI to roll out advanced generative AI tools across its business.

The collaboration will see OpenAI’s multimodal capabilities - which can interpret text, audio, video and diagrams - integrated into SIA’s customer service channels and internal systems.

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