Hyundai Uses World Cup Spotlight to Advance Its Robotics Future Hyundai's decision to bring Boston Dynamics' humanoid robot Atlas onto the field during the FIFA World Cup round of 16 match was a masterstroke of marketing.
However, its implications extend far beyond the realm of advertising.
By showcasing its robotics ambitions on one of the world's largest sporting stages, Hyundai is signaling that it sees a future where machines are not just confined to factories and research facilities but are an integral part of everyday life.