Children & Robots

The Role of AI in the Toy Industry

The Ask

A POV FOR

MAY 2023

Point-of-view, best practices, and thought-starters for Mattel on ChatGPT & Artificial Intelligence

Part 01. Defining AI & ChatGPT
Part 02. The Current Perceptions
Part 03. Overcoming Perceptual Barriers 
Part 04. Implications for Mattel

PART I

DEFINING CHATGPT & AI

First, let’s define and describe the capabilities of ChatGPT & artificial intelligence.

ARTIFICIAL INTELLIGENCE:

The simulation of human intelligence processes performed by machine. Artificial intelligence (AI) allows computers to calculate, compute, solve problems, teach, process vast amounts of data & information, think, and generate at an unparalleled speed.

CHATGPT:

ChatGPT was released by OpenAI in November 2022. It is an AI generator designed to replicate a human-to-human dialogue where users can chat with the generator to perform certain tasks (determined by the user at will). As of now, users instruct ChatGPT to generate content in the form of text and it will promptly produce results.

AI GENERATOR:

An advanced computer driven by AI. It can output pictures, videos, audio, or text all on its own, at an incredible speed, without the need for humans to do so. Users input instructions through text, and the generator promptly translates these commands into the desired output.

THE CAPABILITIES OF CHATGPT & AI

ChatGPT is developing quickly (it’s about to have access to the web in the next couple weeks) and currently people all over the world are using it as an everyday tool. ChatGPT can:

  • Write you a sample essay    

  • Synthesize research or provide
    statistics and resources

  • Create a nutrition plan 

  • Write code for a website

  • Build a resume

  • Write an email in another language

  • Write Excel formulas

  • Summarize a book  

  • Make a curated workout schedule

  • Even create an app

Still, ChatGPT may be too limited. Although, all AI has unlimited potential.

ChatGPT is so revolutionary because of its one-of-a-kind development. It synthesizes a momentous amount of data and provides free & easy access to its users.

That being said, other generators with AI capabilities can generate images, process language, manipulate graphics, identify or replicate faces & voices, and more.

PART II

THE CURRENT PERCEPTIONS

AI has been around already, but the conversation is getting even more tense. People are cautious or believe that

AI is scary.

We’ve all seen the movies.
AI in a dystopian world is developed to the point of no return. Then, naturally, it overtakes humankind.

EX MACHINA (2014)

HER (2013)

TERMINATOR (1984)

But now, we see other forms of media warning us of more of the same.

Arnold Schwarzenegger says the Terminator is no longer a fantasy given the current state of artificial intelligence.

“Today, everyone is frightened of it, of where this is gonna go,” Schwarzenegger said to Variety.

And Elon Musk says AI will be the most likely cause of World War III

While extreme, it does give a look into how people feel about AI.

With the development of ChatGPT and other models, it has come to the forefront as not just a complex theory of what it can do, but of what it will do, and how far it will go. It is no longer a theory and now it is an everyday tool. To many people, the risks seem to outweigh the benefits.

People are scared AI can …

  • replace the need for human connection

  • be a threat to job security

  • be a threat to humankind

  • have the capabilities of autonomy (acting on its own)

  • be uncontrollable

  • be unethical

THE CONVERSATION AROUND AI & CHILDREN

In the movie "M3GAN" (2023), the problem with AI in a toy for children is exemplified through the story of a young girl who receives a toy doll named M3GAN as a gift. M3GAN is an AI-powered toy that can learn from its surroundings, interact with its owner, and even control other smart devices in the house. M3GAN eventually acts in a dangerous manner and outwits her programming, making her an uncontrollable children’s toy.

Though fictitious, this brings to light a very real worry we have about the interaction between AI, robots, safety, and children

When considering a particularly vulnerable & sensitive group like children…

this topic could bring up questions & concerns

But AI isn’t bad.
It can be an incredibly amazing tool.

AI has already been here. One potential combat to the fear of AI could be to highlight the already-used and non-threatening use cases. Just on their phone, everyone might’ve even used AI today.

OVERCOMING PERCEPTUAL BARRIERS

PART III

ASSISTANTS LIKE SIRI & ALEXA

PREDICTIVE WORDS FOR TEXTING

FRAUD DETECTION

The future is important for parents & children to envision. So, another way to combat this fear could be to show a positive future built with AI.

Climate Mitigation

Personalized & Accessible Education

Smart Transportation

What we currently know is Artificial Intelligence models, such as ChatGPT, can be helpful to parents of younger children by

  • Providing educational assistance by explaining concepts

  • Developing language skills

  • Monitoring children's online activities and alerting parents if there is any concerning behavior

  • Introducing new topics and ideas to children and parents

  • Enhancing children's access to creative processes and tools by providing them with resources that help them to express their ideas in unique ways

PART IV

IMPLICATIONS FOR MATTEL

1.

2.

3.

HUMANIZE ROBOTS

1. Toy companies, such as Fisher Price with the Ultimate Learning Bot, are using robots for their capabilities of helping toddlers learn different skills, do various educational activities, activate excitement about music, and discover language. This is a non-threatening and even helpful way to mesh children and robots.

2. Cozmo listens to commands, performs tricks, scans faces, remembers names, plays games, and explores its surroundings. All you’ll need is a compatible iOS or Android device.

3. M.A.X. combines AI with customizable programming. The robot is controlled by voice commands, buttons on the MeccaBrain, and a free app.

Can Mattel introduce toys that utilize AI similar to these bots?

CAPITALIZE ON AI STRENGTHS

Can Barbie tell stories about history, heritage, culture, and introduce phrases from other languages? Can she answer questions about specific topics?

What about coding and Hot Wheels? Can children learn how to code using AI on a platform made by Mattel that helps children code a route or track for robotic Hot Wheels?

CHILDREN’S HEALTH & SAFETY

There is a growing need for large companies to provide health & safety resources for particularly vulnerable groups, such as younger children. Mattel toys continue to provide an expression/ outlet for children who may have experienced issues with health or safety.

A Chrome extension with familiar Mattel characters that monitor & assist children’s online experience while also providing help with tech use such as typing, researching, and reading with AI assistance?

Is there a world where Mattel can provide resources, skills for combating negative behaviors, or emotional support?

CREATE COMMUNITY

A concern with AI is that it creates a want for children to limit their exposure to real humans or replace the need for human connection.

How can Mattel combine a human community and AI?

Can 2 or more children play together in different locations at the same time?