Meta Platforms, the parent company of Facebook, WhatsApp, and Instagram, is making a significant foray into the field of AI-driven humanoid robotics. The tech giant has launched a new division within its Reality Labs unit dedicated to developing robots that can assist with physical tasks, positioning itself as a competitor to established players like Tesla and Nvidia-backed Figure AI.
The new robotics division will be led by Marc Whitten, the former CEO of self-driving car company Cruise, who has been appointed vice president of robotics. Alongside him, John Koryl, the former CEO of The RealReal, has joined Meta to enhance the company’s retail strategy for AI-powered devices, including Quest mixed-reality headsets and Ray-Ban Meta smart glasses.
Meta’s Chief Technology Officer, Andrew Bosworth, shared details of the initiative in an internal memo, outlining that the robotics division will focus on creating consumer humanoid robots. The robots will integrate Meta’s AI platform, Llama, which currently powers the company’s suite of generative AI tools. This AI model will play a crucial role in advancing Meta’s ambitions in the robotics space.
While Meta is still in the early stages and does not plan to release its own branded humanoid robots immediately, the company is focused on developing the AI, sensors, and software to power robots produced by other manufacturers. Meta has already initiated discussions with robotics firms such as Unitree Robotics and Figure AI to collaborate on this emerging technology.
This expansion into robotics aligns with Meta’s broader vision for artificial intelligence and augmented reality, even as its Reality Labs division has faced financial challenges. The division reported losses of approximately $5 billion in the final quarter of 2024. However, Meta remains committed to long-term innovation in AI and robotics, viewing these sectors as integral to its future.
In addition to robotics, Meta is also exploring direct-to-consumer retail avenues to strengthen its position in the AI-driven consumer technology market. The company has experimented with a temporary Meta Lab store in Los Angeles, offering an opportunity to showcase its innovative products. While Meta will continue to work with traditional retail partners for most hardware sales, the company aims to establish a more direct presence in the market.
Meta’s new focus on humanoid robotics is part of its ongoing effort to push the boundaries of AI technology, despite financial challenges within its Reality Labs division. As the company continues to invest in AI-driven innovations, it is positioning itself as a key player in the rapidly evolving robotics industry.
