Hasbro has built custom AI models trained on characters it owns — such as Peppa Pig and Optimus Prime — and uses them as virtual "co-designers" to evaluate whether new product ideas feel true to each character. The AI versions of Optimus Prime and Megatron even serve as interactive DJs at Hasbro's offices.

Revealed by CEO Cocks in a March 2026 podcast interview, these character AI models are built on generative AI tools and trained specifically on Hasbro's own intellectual property so they can respond in character and flag when a product idea doesn't fit the brand. Rather than acting as a creative source, the models act as a brand authenticity check during design sessions. Separately, Hasbro has also deployed interactive AI versions of Optimus Prime and Megatron in its offices, where they function as music-playing DJs with distinct personalities — Optimus offers thoughtful context for song choices, while Megatron mocks listeners for not picking heavier music.