Chris Cocks

But man, like the amount of content we can create and the amount and the speed in which we can create it,

It just transforms how good we are at being able to bring an idea to life and pitch things.

Thinking about it a lot and in a lot of different ways, just to be at the 50,000-foot level.

At the concepting phase, I suppose it depends on the context.

From a creative context...

I think you have to think about it very carefully.

There are some brands that the audience, the creators, just don't want it.

So we don't even have it in our pipelines for our video games or for Magic the Gathering or D&D.

For things like toys, where we're basing it on existing IP or a long legacy of ideas, we are able to use it and use it pretty effectively.

And in that concept phase, especially when you're kind of like figuring out different ideas for toys and clever kind of derivatives of play patterns, it's pretty magical.

You know, you might generate a thousand ideas and, you know, 999 of them aren't that good, but one of them might be magical and it's basically free to be able to create it.

And what we find is that it's a lot more than 999 out of a thousand are pretty good, especially when you pair it with a really good set of designers and a good team that's kind of brainstorming with the system.

And then once you get to a decent idea at a decent fidelity or a couple different ideas,

You can kind of take them and use the AI to simulate focus groups and simulate kind of playtest labs and then do that along with real humans doing playtest labs as well and get a better idea and a second opinion on how good the ideas are.

And basically, it just kind of turbocharges this whole process where

You know, in the past, maybe we could take one or two things to kind of that full prototype phase.

Now we can take 10 or 20 things to that full prototype phase.

And I just think we have a richer selection and better idea about what ultimately the audience wants at the end.

And then, you know, I think from a just basic productivity perspective,

we're deploying it across the company.