AI in children’s toys and entertainment – engaging experience or dangerous data collecting?

In late 2023, Canadian singer Grimes – the ex-partner of Elon Musk, with whom she has three children – released an interactive artificial intelligence toy called Grok.

The plush toy uses AI chatbot technology to process information to communicate and is marketed as an alternative to screen time by encouraging little ones to interact with a toy that remembers their names and facts about them, as well as join in conversations.

“Personalised AI toys offer some interesting benefits for children’s play experiences,” says Sarah Maamari, child and adolescent psychologist at Sage Clinics. “By remembering details about the child and responding in unique ways, these toys can keep children engaged for longer periods, providing a more interactive experience that adapts to their individual interests and developmental needs.”

However, Grok isn’t the only chatbot on the market. The Moxie AI Companion lists interactive play-based learning, emotional support and social skills development among its benefits, while the Miko Robot says it “sparks curiosity and Steam learning, enhancing cognitive and analytical skills through interactive play".

“AI toys that talk back and remember details about a child can foster a sense of companionship and validation,” says Raneem Nageeb, a psychologist at Thrive Wellbeing Centre. "They also encourage imaginative play and verbal communication.

“However, fully relying on such toys for social interaction can hinder the child’s social skills as authentic human interaction is irreplaceable. Human interaction is open-ended rather than scripted and if a child becomes too attached, the toy may prevent them from forming healthy relationships with peers, as the one with the AI is instead prioritised.”

How AI is shaping the toy industry

Toys that communicate with the user have been around for a while. The electronic memory game Simon, in which players have to remember and repeat the sequence in which four coloured pads light up, was one of the top-selling toys for Christmas 1978.

“AI is being increasingly integrated into children’s entertainment to create engaging, personalised and interactive experiences,” says NYU Abu Dhabi professor Hanan Salam, who is also the co-founder of Women in AI and director of the Social Machines and RoboTics Lab at the university.

“For example, we can now find applications that offer interactive and adaptive storytelling. In such apps, AI tailors stories based on children’s choices, interests or age creating a personalised narrative experience.”

Simon was preceded by games such as Geniac released in 1955, which could play noughts and crosses, and 1963’s Digi-Comp I, both of which utilised microcomputer technology to create basic interaction.

“Another way by which AI is currently being used to shape children’s entertainment is by making education more entertaining by incorporating things like gamified learning,” says Salam. “For example, platforms like Khan Academy Kids use AI to adapt educational content to individual learning paces, offering customised quizzes, games and activities. There are also tools like Duolingo Kids, an AI-driven language tool which uses AI to adjust difficulty levels and suggest content based on kid’s progress.”

Privacy issues and parental concerns

Any new technology that centres on or appeals to children is certain to be met with concern by parents who are already bombarded by the dangers of too much screen time and unsupervised internet access.

“Personalisation raises concerns about privacy such as data collection and how children's information is stored, used or shared, as well as over-dependence on technology and screen time, which are critical considerations for parents and developers,” says Salam. “For instance, children might become overly reliant on personalised AI systems, reducing their ability to engage with non-digital forms of play or learning and reduced interaction with real-world peers or mentors.”

She adds: “Another aspect to look out for is the limited exposure to new ideas where over-personalisation could be counterproductive and limit the kid’s exposure to unfamiliar topics or ideas.”

A 2023 report by the US Public Interest Research Groupy, titled Trouble in Toyland, shared a list of functions parents should be aware of when it comes to AI toys. Cameras, microphones, sensors, location sharing and chat functions were all named as aspects that parents should take into consideration. The report also stated that AI-enabled toys could potentially gather and share information and may collect and store data about children that could be transmitted to external company servers.

“While children are natural adaptors to new technology due to their neural plasticity, parental guidance is crucial in shaping how they interact with technology,” says Nageeb.

“Children can quickly learn how to navigate AI-driven tools and devices. Parents can help their children adapt to the prevalence of AI by setting healthy boundaries to foster a balanced approach. This can be done by limiting screen time and incorporating sensory breaks to support healthier brain development and emotional resilience.”

Navigating and getting the most out of AI toys

With AI still very much in its headline-making phase, it would be easy for parents to think the technology is taking over their children’s toybox, which is not necessarily the case.

Natasha Crookes, director general of the UK-based Toy Retailers Association, tells The National: “AI toys are not an important segment of the toys market currently. We just launched the Dream Toys for Christmas and didn’t have any AI toys on the list.”

Experts have agreed, however, that the interactions AI toys can provide can be beneficial to children with parental supervision and guidance.

“This tailored approach could enhance learning, as the toy can adjust to the child’s pace, help build specific skills and reinforce interests or hobbies,” says Maamari. “Additionally, interactive AI toys may support social learning by mimicking conversational patterns, giving children opportunities to practice language, empathy and conversational turn-taking.”

Children who struggle with social skills may also benefit from having toy robots to practice interactions with and those for whom traditional educational methods require certain adaptations.

“In terms of education, personalisation offers great support for individual learning styles with adaptive educational platforms that can provide content tailored to a child’s pace, strengths and challenges, helping them grasp concepts more effectively,” says Salam. “Children with specific learning needs or disabilities can also benefit from personalised support and encouragement.”

Parents play an essential role in teaching their children healthy boundaries, which includes setting limits on screen time, encouraging tech breaks and balancing digital activities with hands-on play, outdoor time and social interaction.

Maamari adds: “Being knowledgeable about the technology in their children’s lives allows parents to set boundaries more confidently and to better understand the content their children are exposed to.”