Two years after confirming it was experimenting with AI-powered technologies, Hasbro is the first major toyco to unveil a new set of principles outlining how it plans to implement artificial intelligence across product development and play experiences. 

According to the document, AI safety is Hasbro’s top priority because of the responsibility it has to the more than 1 billion people its brands each year, many of them kids. The toyco intends to collaborate with lawmakers and industry leaders to form new industry-wide regulations, and is calling on families, creators and fans to provide feedback on its future AI-infused products to ensure these experiences meet high-quality standards.

Hasbro highlighted the importance of transparency, noting that it will indicate when one of its products includes AI as part of the core experience, what functions the tech performs and what forms of data it relies on. Some examples of AI experiences Hasbro is developing include allowing audiences to talk back and forth with its characters, enhancing interactive game features or helping users brainstorm with creative toys.

The company is also committed to using AI in the workplace only as a tool for product development, meaning that Hasbro’s human toy and game creators will continue to have the final call on design, safety and release strategy of new SKUs. Hasbro has also noted that it will not use any work from voice actors, artists, writers or other creators to train its AI models without clear permission and proper compensation. 

Hasbro further outlines that each brand in its portfolio will require a different approach for how the tech is used. The toyco cited Wizards of the Coast-led gaming brands Magic: The Gathering and Dungeons & Dragons as prime examples, explaining that creators who work on these IPs may use AI tools for creative reference and inspiration, but the final art, writing and world-building elements should be human-made. 

This is different messaging from two years ago, when CEO Chris Cocks reported that Hasbro was actively building AI tools to help WOTC creators design new D&D adventures and Magic booster sets. However, the company backtracked after the fandoms for both of these properties vehemently opposed the idea of AI entering these games, scrutinizing the toyco whenever it seems like AI-generated artwork made it into the finished product.