Optimus Prime and Megatron have transitioned into robots not just in appearance but also in capabilities.
Hasbro, the well-known American company responsible for iconic brands like Transformers, Power Rangers, G.I. Joe, Monopoly, and Magic: The Gathering, has introduced artificial intelligence versions of 12 beloved characters. This move, according to experts, brings both excitement and potential risks for children.
Among the notable characters are Optimus Prime, Megatron, G.I. Joe‘s Cobra Commander, Mr. Potato Head, and the ensemble from the board game Clue — including Miss Scarlett, Col. Mustard, Mayor Green, Chef White, Solicitor Peacock, and Professor Plum for those unfamiliar with the game’s cast.
These AI characters are presently accessible for licensed usage in “experiences and enterprise use cases,” as stated in a recent news release by the company. This means interactions with Autobots, Decepticons, or even a talking potato could serve as interactive brand representatives, possibly engaging with customers during phone holds.
The company initiated this project partly due to the proliferation of unauthorized versions of popular characters in various digital platforms, such as chat services, voice assistants, games, and content creation tools.
The AI renditions of these characters are developed by Sixth Wall, an AI studio established by Hasbro specifically for creating animated AI representations of its characters. They have also teamed up with ElevenLabs, an AI firm specializing in human-AI interactions.
Hasbro introduced “behavioural licensing,” a novel form of intellectual property licensing that governs the behaviors, thoughts, and speech of characters. This will be managed by a system called CharacterOS, which will ensure certain “safety guardrails,” possibly limiting responses to sensitive topics when interacting with these AI characters.
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Chris Cocks, the CEO of Hasbro, mentioned in the release that this initiative broadens the avenues for play and storytelling while also tackling the issue of unauthorized character usage. “It provides a trusted method for brands to integrate characters into new AI-driven platforms without compromising their authenticity,” he stated.
The company emphasized that the primary target audience is individuals aged 13 and above.
“The company is not currently developing AI products targeted at young children and is actively participating in industry dialogues regarding safety standards and voluntary guidelines for AI-enhanced play experiences,” the release clarified.
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