Hasbro, the renowned American company known for iconic brands like Transformers, Power Rangers, G.I. Joe, Monopoly, and Magic: The Gathering, has introduced artificial intelligence versions of 12 popular characters. This move, experts say, brings both fun and potential risks for children.
Among the well-known characters are Optimus Prime, Megatron, G.I. Joe’s Cobra Commander, Mr. Potato Head, and the cast of the Clue board game. These AI characters are currently available for licensed use in “experiences and enterprise use cases,” as stated in a recent news release by the company. This means that Autobots, Decepticons, and even a talking potato could serve as interactive brand ambassadors or keep you company over the phone.
Hasbro initiated this project due to the prevalence of unauthorized versions of popular characters in various platforms. The characters are brought to life by Sixth Wall, an AI studio established by Hasbro, in collaboration with ElevenLabs, an AI company specializing in human-AI interaction.
The company also introduced “behavioural licensing,” a novel form of intellectual property licensing that governs how characters behave, think, and speak. This will be facilitated by a system called CharacterOS, ensuring safety guardrails in interactions with the AI characters.
CEO Chris Cocks emphasized that this initiative provides new avenues for play and storytelling while addressing concerns related to unauthorized use. The focus is primarily on individuals aged 13 and above, with no current development of AI products targeted at young children.
Voice actors not utilizing AI technology provided the character voices, ensuring authenticity through authorized source material. Frank Welker, the long-time voice of Megatron, expressed curiosity and enthusiasm about interacting with his character.
Experts have expressed concerns about potential impacts on relationships and advertising due to these AI characters. Privacy issues arise regarding data collection and usage, as interactions with the AI characters could involve probing consumers on various preferences and opinions.
The move by Hasbro aligns with a broader trend of providing personalized and interactive experiences to fans. However, some experts caution against the implications of granting intellectual property rights to fictional characters, as it may alter fans’ perceptions and relationships with these beloved figures.
