AI is already being used in game development – but it could soon go even further when it comes to role-playing games played by millions of people, says Hasbro’s CEO.
At Thursday’s Goldman Sachs event, Hasbro CEO Chris Cocks said the company uses AI internally to help develop games “especially machine-based AI or proprietary AI as opposed to the ChatGPT approach.” Hasbro will use AI in the future as a knowledge and development assistant, giving technology a seat at the game table.
Development is just one piece of the broader AI puzzle, however. Roosters says he’s excited about how technology can impact the everyday play of Hasbro customers.
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“If you look at the average D&D player… I play with about 30 or 40 people on a regular basis,” Cocks said. “There’s not a single person who isn’t using AI in some way for campaign development or character development or story ideas. That’s a clear sign that we need to embrace it.”
Roosters gave examples of AI helping D&D players with storytelling and presentations and said those use cases could apply to other brands within the company. Hasbro’s portfolio includes Transformers, Star Wars, and Marvel. More than 50 million people around the world play Dungeons & Dragons.
In an interview with Entrepreneur in July, Cocks said that one of the most exciting projects he’s been working on is reviving the fifth edition of Dungeons & Dragons. He also spoke at length about how Hasbro balances tradition and innovation as a company that has been in business for over 100 years.
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“While history doesn’t repeat itself, it does have a rhythm – so big technological advances and big changes in entertainment is something that Hasbro has faced many times,” he said at the time. “Perhaps the biggest lesson I learned from it is to accept change and not fight it. If we embrace each other [change]we win, and we come out on top.”
Roosters reiterated the importance of safe, responsible AI development at Thursday’s event, and said he wants to pay creators for their work and ensure labeling of AI-generated content.
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