Hasbro’s AI play involves an AI-generated Mr. Potato Head voiced by Don Rickles

Hasbro, the toy and game company, is exploring a new avenue to capitalize on artificial intelligence (AI) by creating AI-generated versions of its iconic characters. CEO Chris Cocks announced this initiative during an interview on Semafor's platform. The company has established a specialized studio, known as Sixth Wall AI, to develop AI iterations of its 166-year history of intellectual property (IP).

Cocks revealed that Hasbro is in discussions with a major cellphone carrier to implement an AI-powered Trivial Pursuit quiz show. The quiz show will feature an AI-generated voice of LeVar Burton, the actor known for his role in "Star Trek: The New Generation." Cocks explained that the company will act as talent agents and creative directors for the characters' appearances, while the actual delivery of the content will be managed by other platforms.

The CEO drew a parallel between the current AI landscape and the early days of the internet when intellectual property rights holders faced challenges from user-generated content. Instead of resisting the spread of this new technology, Hasbro is embracing it, viewing it as an opportunity to generate revenue for themselves, their partners, and the voice talents and creatives behind the characters.

One notable aspect of this AI venture is the application of Mr. Potato Head, voiced by the late Don Rickles. The character's voice will be synthesized using recordings from Rickles and his estate, ensuring that the AI-generated version remains true to the original voice. However, Cocks emphasized the importance of implementing guardrails to prevent the AI-generated Mr. Potato Head from expressing opinions on topics that are inappropriate for the character.