Mattel spent 2025 laying the groundwork for an AI-assisted future across its biggest franchises. The company behind Hot Wheels and Barbie signed a wide-ranging deal with OpenAI, giving it access to the company’s newest models and tools, including ChatGPT Enterprise.
The move is part of the toy giant’s broader push to use generative AI as a force multiplier across design and storytelling. Mattel executives have framed the OpenAI partnership as a way to unlock new types of play and rethink how the company develops toys, media, and consumer products.
“Each of our products and experiences is designed to inspire fans, entertain audiences, and enrich lives through play. AI has the power to expand on that mission and broaden the reach of our brands in new and exciting ways,” Josh Silverman, chief franchise officer at Mattel, said in a statement.
While the first product emerging from the OpenAI collaboration is expected later this year, Mattel hasn’t shared details beyond what it disclosed in a June blog post.
The company’s bet signals how legacy toy makers are leaning on AI to stay culturally relevant and move faster in a market where IP-driven franchises now compete with tech-powered entertainment. – Trishla Ostwal
Duolingo’s AI-first strategy prompted debate
In April, Duolingo unveiled an “AI-first” strategy shift that put machine learning at the center of how the language-learning app builds products, content, and ads.
One of its flagship debuts was Lily, an AI agent that helps users practice conversational skills through video calls. AI has also accelerated content production for the brand. In early 2025, Duolingo revealed the tech had delivered 7,500 pieces of content in 2024, up from just 425 in 2021.
