Barbie maker Mattel and OpenAI partner to develop AI-powered toys

Mattel is collaborating with OpenAI to create generative AI-powered toys and games, aiming to enhance its brand experience while prioritizing innovation, privacy, and safety. The partnership will utilize OpenAI’s advanced tools, including ChatGPT Enterprise, to improve product development amid economic uncertainties and declining toy sales, with the first product expected later this year.

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