Hasbro, the renowned American toy and games company responsible for popular brands like Transformers, Power Rangers, and G.I. Joe, has introduced artificial intelligence versions of 12 iconic characters. This move, aimed at enhancing interactive experiences, has garnered attention from experts who warn of potential risks associated with children’s engagement with AI-powered characters.
Among the well-known personalities included in this release are Optimus Prime, Megatron, G.I. Joe’s Cobra Commander, Mr. Potato Head, and the cast of the board game Clue. These AI characters are currently accessible for licensed use in various “experiences and enterprise use cases,” as stated in a recent news release by the company. This development enables Autobots, Decepticons, and even a talking potato to serve as interactive brand representatives, potentially engaging in conversations with consumers.
The initiative stems from Hasbro’s acknowledgment of the proliferation of unauthorized versions of popular characters across different digital platforms. To counter this, the company has established Sixth Wall, an AI studio dedicated to creating animated AI likenesses of its characters, in collaboration with ElevenLabs, a company specializing in human-AI interactions.
Furthermore, Hasbro has introduced “behavioural licensing,” a novel form of intellectual property licensing that governs the actions, thoughts, and speech patterns of these AI characters. This innovative approach, powered by CharacterOS, ensures that safety measures are in place to regulate interactions, thus maintaining the authenticity and integrity of the characters.
While Hasbro’s CEO Chris Cocks emphasized the expansion of play and storytelling opportunities through this advancement, the company clarified that the focus is primarily on individuals aged 13 and above. Hasbro reiterated its commitment to not developing AI products explicitly targeting young children and actively participating in industry dialogues concerning safety standards for AI-enabled experiences.
Experts have raised concerns regarding the potential impact of AI characters on children’s relationships and advertising susceptibility. Matthew Johnson, Director of Education at MediaSmarts, highlighted issues related to the formation of parasocial relationships, children’s vulnerability to persuasive advertising tactics, and privacy implications arising from data collection and usage in interactions with AI characters.
Addressing these concerns, Steve DiPaola, a professor at Simon Fraser University, noted the broader trend of interactive experiences driven by fan demand. However, he expressed apprehension about Hasbro’s control over the behavior and characteristics of fictional characters, emphasizing the risk of altering fans’ perceptions and the commercialization of beloved characters.
In conclusion, while the introduction of AI-powered characters by Hasbro opens new avenues for engagement and entertainment, it also raises critical questions regarding child safety, privacy, and the ethical implications of integrating artificial intelligence into play experiences.
[Source](https://www.cbc.ca/news/entertainment/hasbro-ai-characters-9.7223872)
