Optimus Prime and Megatron have transitioned into robots in a new way.
Hasbro, the well-known American toy and games company behind iconic brands such as Transformers, Power Rangers, G.I. Joe, Monopoly, and Magic: The Gathering, has introduced artificial intelligence models of 12 popular characters. This move, according to experts, may introduce potential risks to children alongside entertainment.
Among the notable figures are Optimus Prime, Megatron, G.I. Joe‘s Cobra Commander, Mr. Potato Head, and the ensemble from the Clue board game. This includes Miss Scarlett, Col. Mustard, Mayor Green, Chef White, Solicitor Peacock, and Professor Plum for those who may need a refresher on the game.
These AI characters are currently accessible for authorized use in “experiences and enterprise use cases,” as detailed in a news release by the company on Wednesday. This means that Autobots, Decepticons, or even a talking potato could serve as interactive brand representatives, possibly engaging in conversations with users over the phone.
The company’s motivation for this initiative partly stems from the prevalence of unauthorized versions of popular characters across various platforms like chat, voice, gaming, and content creation.
Sixth Wall, an AI studio established by Hasbro, is responsible for bringing these characters to life through animated AI representations. Additionally, Hasbro has teamed up with ElevenLabs, an AI firm specializing in human-AI interaction.
Moreover, Hasbro introduced “behavioural licensing,” a novel form of intellectual property licensing that governs the behavior, thoughts, and speech patterns of characters. This will be supported by a system dubbed CharacterOS, ensuring certain boundaries are in place. For instance, inquiring about geopolitical issues while on hold may not elicit substantial responses from characters like Megatron.
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The CEO of Hasbro, Chris Cocks, mentioned in the release that this venture creates new opportunities for interactive play and storytelling while combatting unauthorized use of characters. It offers brands a reliable method to integrate characters into AI-driven platforms without compromising their authenticity.
The target audience for this endeavor is individuals aged 13 and above.
“The company is not presently developing AI products aimed at young children and is actively engaged in broader industry conversations regarding safety standards and voluntary limitations for AI-driven play experiences,” the release stated.
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