“Has the CEO of a Robotics Startup Misrepresented the Truth?”
When Figure AI, a prominent humanoid robot startup, announced a partnership with automaker BMW early last year, it caught the attention of venture investors and the robotics industry, positioning the young company as a leading innovator in the field. However, recent statements from Figure’s founder and CEO, Brett Adcock, as well as company-produced videos, painted a picture of a revolutionary era in robotic manufacturing. A closer examination of the partnership’s specifics, though, reveals a more modest reality, raising doubts about the authenticity of Adcock’s claims.
Initially, a Figure robot at BMW’s South Carolina factory only operated during off-hours, practicing tasks in the body shop, despite Adcock’s earlier claims that a “fleet” of robots was handling full operations for the carmaker. While the robot has since transitioned to live production hours, only one Figure robot is currently involved in the limited tasks, contradicting the grandeur of Adcock’s previous statements.
BMW has chosen not to address the disparities between the publicized information and the actual situation at that time, directing inquiries to Adcock, who has yet to respond. The discussions arise at a time when humanoid robots are captivating the public imagination, with Figure’s partnership with BMW marking a notable real-world implementation in the U.S. Since its inception in 2022, Figure has raised over $700 million from investors like Microsoft, Nvidia, Intel Capital, and Jeff Bezos.
Tech giants, including Nvidia and OpenAI, are also investing heavily in robot-focused projects, anticipating a lucrative market opportunity estimated to be worth trillions of dollars. As the industry evolves, companies like Agility Robotics, Apptronik, and 1X are securing substantial funding for their respective projects.
When Figure publicized its partnership with BMW in January 2024, the press release described it as a milestone-based endeavor. While the agreement was termed “commercial,” the financial details and duration remain undisclosed. Among the various humanoid robots in the market, Figure’s models stand out for their sleek appearance and advanced capabilities.
In conclusion, the robotics industry is experiencing rapid growth, with high expectations for the future. As companies like Figure AI strive to lead the way in innovation, transparency and realistic expectations will be crucial for maintaining credibility and success in the market.
In a LinkedIn post made earlier, the announcement was made that the company had signed its first commercial customer, BMW, a year ago. The post mentioned a fleet of robots performing end-to-end operations. Upon reaching out to BMW for more information about the fleet of robots and their operations, it was revealed by spokesperson Steve Wilson that there was actually only a single Figure robot working at their South Carolina auto plant during non-production hours. Wilson did not clarify if this was due to having only one robot available or if there were multiple robots taking turns.
Wilson stated that soon the Figure robot would start loading parts during live production but did not provide a specific timeline. This work would involve the robot picking up parts and placing them for welding in the plant’s body shop. The CEO later mentioned in a conference that the humanoids were running at BMW’s largest plant daily, indicating that the robots were now officially involved in production work.
A recent video shared on LinkedIn showcased the Figure humanoid carrying out production tasks at BMW’s factory, confirming the partnership as real. However, questions arise regarding the discrepancy between the initial description of a fleet of robots and the reality of a single robot at work. Further details are expected to be revealed by BMW during an upcoming press event in May.
The industry still needs to demonstrate that it is more than just flashy promotional videos and hype driven by founders. Trust is essential in both human and humanoid interactions. If you are a current or former employee of Figure AI or BMW and have insights on this subject or a tip to share, please reach out to Jason Del Rey at jason.delrey@fortune.com, jasondelrey@protonmail.com, or via messaging apps Signal and WhatsApp at 917-655-4267. You can also connect with him on LinkedIn or find him at @delrey on X, @jdelrey on Threads, and on Bluesky. This article was originally published on Fortune.com.
