Hasbro, the renowned American toy and games company behind iconic brands like Transformers, Power Rangers, G.I. Joe, Monopoly, and Magic: The Gathering, has introduced artificial intelligence versions of 12 beloved characters. This innovative move could pose potential risks to children while offering entertainment value, according to experts.
Among the notable characters are Optimus Prime, Megatron, G.I. Joe’s Cobra Commander, Mr. Potato Head, and the cast of the board game Clue, including Miss Scarlett, Col. Mustard, Mayor Green, Chef White, Solicitor Peacock, and Professor Plum. Hasbro disclosed that these AI characters are currently accessible for licensed utilization in “experiences and enterprise use cases.” This means that Autobots, Decepticons, or even a talking potato could serve as interactive brand representatives, possibly engaging in conversations with consumers.
The company initiated this project in response to the prevalence of unauthorized versions of popular characters encountered across various digital platforms. Sixth Wall, an AI studio established by Hasbro, is responsible for bringing these characters to life through animated AI likenesses. Hasbro is also collaborating with ElevenLabs, an AI firm specializing in human-AI interactions.
Additionally, Hasbro introduced “behavioural licensing,” a novel form of intellectual property licensing governing the actions, thoughts, and speech of characters. This licensing system, powered by CharacterOS, ensures the maintenance of “safety guardrails,” limiting the extent of interactions with the AI characters, such as discussing sensitive topics like geopolitics.
CEO Chris Cocks highlighted that this venture expands the horizons of play and storytelling while safeguarding brands from unauthorized exploitation. The focus of this initiative is primarily on individuals aged 13 and above, as Hasbro clarified that they are not currently developing AI products targeted at young children.
Voice actors, not AI technology, provided the voices for the characters, ensuring authenticity through authorized source material. Notably, actor Frank Welker, known for voicing Megatron, expressed enthusiasm for the project but emphasized the importance of maintaining the characters’ integrity.
Experts, however, have raised concerns about the implications of AI-powered characters on children, particularly regarding the formation of parasocial relationships and susceptibility to advertising influences. Privacy issues surrounding data collection and usage remain unclear, as AI characters could potentially extract consumer opinions on various topics for marketing purposes.
Steve DiPaola, a professor at Simon Fraser University, acknowledged the growing trend of interactive experiences driven by AI but expressed apprehensions about Hasbro’s control over the intellectual property of fictional characters. He emphasized the potential impact on fan perceptions and brand loyalty, cautioning against altering the fundamental essence of beloved characters for commercial purposes.
In conclusion, while the introduction of AI versions of beloved characters offers innovative opportunities for interactive engagement, it also raises pertinent questions regarding privacy, advertising ethics, and the preservation of character authenticity amidst commercial interests.