Barbie and Hot Wheels Creator Leverages OpenAI Technology to Enhance Productivity

Mattel has announced a partnership with OpenAI to develop AI-powered products, marking OpenAI’s entry into consumer entertainment. This initiative will leverage OpenAI’s technology for Mattel’s brands, with the first product expected later this year. The collaboration includes deploying ChatGPT Enterprise across Mattel’s operations to enhance creativity and product development. Central to the partnership are commitments to safety, privacy, and age-appropriate design, particularly important due to Mattel’s young customer base. Josh Silverman, Mattel’s chief franchise officer, emphasized that AI can expand the company’s mission to inspire and entertain. While the specifics of the first product remain undisclosed, it may offer innovative experiences or interactive versions of traditional games. OpenAI retains control of its intellectual property but is integrating its capabilities to transform Mattel’s operations. This partnership aligns with OpenAI’s broader strategy of expanding its influence across various industries.

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