Meta Platforms is establishing a new division within its Reality Labs unit to develop AI-powered humanoid robots capable of assisting with physical tasks.
The move positions Meta alongside rivals like Nvidia-backed Figure AI and Tesla, as tech companies race to integrate advanced AI models into robotics and automation.
In an internal memo, Meta Chief Technology Officer Andrew Bosworth stated that the robotics division will focus on consumer humanoid robots, leveraging the capabilities of Meta’s Llama AI platform. He emphasized that the expansion aligns with the company’s broader AI and mixed-reality initiatives.
The new robotics division will be led by Marc Whitten, former CEO of self-driving car company Cruise, while John Koryl has been hired as vice president of retail to strengthen Meta’s direct-to-consumer sales strategy. The company plans to build retail expertise through new storefronts, including its Meta Lab pop-up store in Los Angeles, while still relying on retail partners for large-scale hardware sales.
The announcement represents a significant investment in Meta’s Reality Labs unit, which reported a $5 billion loss in Q4 2023. Major tech firms continue to invest billions in AI-powered robotics for manufacturing, logistics, and household applications, though progress has been slow due to the challenges of translating AI breakthroughs into physical-world understanding.
Meta has been funding research into “embodied AI” to develop assistants that interact with the 3D physical environment. The company is also in discussions with robotics firms like Unitree Robotics and Figure AI, but does not currently plan to launch its own branded robot, according to a Bloomberg report.
While Meta intends to develop its own humanoid robot hardware, initial applications will focus on household chores, with the broader goal of creating AI, sensors, and software that can power robots manufactured by third parties. The move signals Meta’s long-term ambition to be a key player in AI-driven robotics innovation.
