Mattel Leverages AI to Optimize Operations

Mattel is looking to optimize its business operations, using advanced artificial intelligence capabilities to enhance product development and creative ideation, drive innovation and deepen consumer engagement. 

The company is working with OpenAI, leveraging tools such as ChatGPT Enterprise to enable company-wide transformation at scale, optimize workforce efforts and develop new consumer products. 

Also: Mattel expands into new digital format 

As part of this partnership, Mattel will use the technology to also design, develop and launch consumer play experiences. Mattel expects to announce the first product from this collaboration later this year. 

Josh Silverman, chief franchise officer at Mattel, said in a statement that AI has the power to reimagine new forms of play and broaden the reach of its brands. 

Mattel has been on a digital transformation journey, hiring Sai Koorapati as senior vice president and chief technology officer in 2024 to lead AI and connected product design and creation efforts.