Case AI Barbie

Abstract This case examines the launch of the AI Barbie, a generative-artificial-intelligence doll developed by Mattel in partnership with OpenAI, focusing on the ethical, legal, regulatory, and social implications of collecting and using children’s sensitive data. The discussion connects earlier experiences with the ‘Hello Barbie’ to contemporary challenges surrounding privacy, child development, regulation of high-risk systems (as defined under the European Union AI Act), technological dependence, and inequalities in access to personalized technologies.