Mattel Partners with Open AI to Bring Generative AI to Toy making
Should children's' toys be fair game when AI lacks basic safeguards?
Hi! I’m Alison Yeung, a Family Physician from Ontario, Canada. When I’m not in clinic, parenting my 6 and 3 year old or attending a spin class, I spend my time studying and speaking about kids, screens and mental health. I try to offer parents, educators and policy makers nuanced views on the impacts screens are having on our youth, and practical solutions to curb the harms.
It’s HARD to be a parent in the digital age- but I think information is power, and naturally leads to more mindful use of technology.
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Mattel is the company behind popular brands like Barbie, Hot Wheels, Fischer Price, Polly Pocket and American Girl. They also produce toys under license for other popular franchises like Disney, Pixar, and Harry Potter.
Mattel and Open AI recently announced a ‘strategic alliance.’
The partnership aims to “create innovative, AI-powered products and experiences for children with a focus on privacy and safety.”
“By leveraging OpenAI’s expertise in AI technology, including tools like ChatGPT, Mattel intends to develop interactive toys that can adapt to a child’s developmental needs, fostering personalized and imaginative play experiences.”
Should parents be excited about this? Cautious? Terrified? I want to say ‘all of it!’, but I’m definitely speeding towards cautious and may crash into terrified.
I’ll explain why…
It seems like the incorporation of AI into toys is inevitable, because everyone is in a rush to the top. And in all fairness it could lead to some really cool play experiences!
But presently, there are literally zero safeguards or regulation around AI. As parents, we will be saying a prayer and hoping that the CEO’s of Mattel and OpenAI actually want to prioritize safety over profit. I’m not holding my breath.
There are too many reports of applications like ChatGPT and Companion AI bots spitting out wrong, or frankly harmful information or advice. A recent report from Stanford recommended AI Companion bots not be used by under 18s.
To combat this potential pitfall, couldn’t we simply use these toys with our children?
Yes, that would absolutely be my recommendation. Based on all the research I’ve done, I do not think AI is safe for children to use independently.
But we live in the real world (sort of), and we know that practically speaking these toys will be used by children independently. They’re just too convenient. In fact, if we think iPads are engaging- this will be on a whole new level. Imagine a toy that can interact and adapt to your child’s mood, feelings and behaviours in real time.
I worry that this will be another way for parents to disengage and ‘get a break’. And don’t get me wrong- we all need a break at times! *raising hand*. But these toys, with this level of innovation, will come an incredible level of immersion and engagement. You may remember Furby- this was the first robotic toy for kids, and we loved it! They had a limited ability to respond to touch and voice commands, and could talk, sing and dance. Fast forward to today and imagine your Furby could know your name, hold conversation for as long as you wanted, talk about any topic you love, and show empathy. This is what’s coming.
Do we want AI giving our children advice, when there is no regulation around that advice? Do we want toys collecting our child’s data for future use? Many parents already have a hard enough time managing TV and iPad time- do we want the next battle to be, “Can I please play with my AI Barbie?!?! Just a little longer. She’s nicer than you!”
Of course Mattel and OpenAI haven’t released any details about what’s coming, but there are enough unanswered questions that I think all parents should be skeptical and proceed with caution.
And here is what we do know, from decades of research: kids learn best using all of their senses, getting plenty of physical activity outside, with loving adults and peers.
So at best, I think this partnership could result in fun experiences under the watchful supervision of a parent. At worst, it will become the newest form of ‘babysitter,’ and a new screentime battle that completely stifles creativity, imaginative play and learning.
What do you think?
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Terrifying. The last thing kids need, on top of social media, is AI invading their lives and destroying what's left of their mental health, attention spans and ability to live in the real world. Should be banned.