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Mattel Brings AI to Family Game Night

There seems to be no place where AI won’t find a foothold. 

Mattel is releasing an AI-powered version of its popular drawing game, Pictionary. The adoption of AI alters the gameplay. Rather than players forming teams and taking turns, in the new version of the game, all of the players draw their version of the object or idea on the card, and the AI guesses. The game uses Google’s Quick, Draw! Artificial intelligence platform that has been trained using millions of user-submitted drawings. 

“This version of Pictionary is very important because not only does it continue to merge digital experiences with physical gameplay, but it reminds players of the core mission of the game,” said Ray Adler, Mattel’s vice president and global head of games. “Pictionary Vs. AI isn’t about being the best artist – it’s about having fun experiences with friends and family along the way. It’s also about witnessing that magical moment of seeing if the AI guesses correctly or not – a truly innovative, and never before possible feature in physical gameplay.”

A television commercial promoting the game declares AI to be “the greatest invention since fire,” but questions its ability to decipher people’s hastily sketched drawings. As the program correctly identifies a player’s drawing of a duck, the voiceover continues, “Whether you’re the world’s best sketch artist or the worst,” the game will be fun for all.  

“We’re excited to share with fans the first-ever board game to infuse AI technology into its classic gameplay,” Adler said. “Our goal at Mattel is to constantly evolve and grow the opportunities for fans to engage with our products – bringing iconic games like Pictionary to new heights with technological and gameplay advancements. AI is still a new area of technology, and we are incredibly proud to lead the toy industry in exploring its play patterns.”

The game has been certified by the U.S. Entertainment Software Rating Board (ESRB) for privacy and is compliant with the Children’s Online Privacy Protection Act (COPPA). The game is rated for 8+. The game will be available to consumers on October 2. 

“With safety and trust at the center of the Mattel Games portfolio, it was imperative that we prioritized privacy and security before introducing the game to fans,” Adler said.

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Leah Sirama
Leah Sirama
Leah Sirama, a lifelong enthusiast of Artificial Intelligence, has been exploring technology and the digital realm since childhood. Known for his creative thinking, he's dedicated to improving AI experiences for all, making him a respected figure in the field. His passion, curiosity, and creativity drive advancements in the AI world.


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