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Business

Is the CEO of the humanoid startup Determine AI exaggerating his startup’s work with BMW?

Editorial Board
Editorial Board Published April 6, 2025
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Is the CEO of the humanoid startup Determine AI exaggerating his startup’s work with BMW?
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Is the CEO of the humanoid startup Determine AI exaggerating his startup’s work with BMW?

When Determine AI, a high-profile humanoid robotic startup, introduced a industrial settlement with automaker BMW early final yr, it was a sign to enterprise buyers and the remainder of the robotics trade that the younger firm was one of many innovators to observe – and to beat – on this leading edge sector.

Contents
What number of droids make a ‘fleet’?Flip the music up!

Latest feedback by Determine founder and CEO Brett Adcock, together with movies produced by the corporate, appeared {that a} new period of robo-manufacturing was firmly at hand. However a better take a look at the main points of the partnership reveals a much more modest affair – not less than at the moment – that means Determine’s humanoid car-building workforce could also be as a lot hype as actuality and which raises questions in regards to the sincerity of Adcock’s feedback. 

Up till someday in March, a Determine robotic at BMW’s South Carolina manufacturing facility operated solely throughout off-hours, training choosing up and inserting elements within the plant’s physique store, in line with a BMW spokesperson — despite the fact that Adcock boasted in February {that a} “fleet” of Determine’s humanoid robots had been already performing “end-to-end operations” for the carmaker. Extra not too long ago, that very same robotic work has moved into stay manufacturing hours however includes a single Determine robotic performing the identical restricted chore, the spokesperson stated. 

BMW declined to touch upon the disparities between what Adcock had publicized in February and what the auto big stated was the fact on the time, referring these inquiries to Adcock. The serial entrepreneur and representatives for the corporate haven’t responded to requests for clarification or remark. 

The questions come as sci-fi like humanoid robots are having a second. Whereas Elon Musk-directed efforts to construct a humanoid known as Optimus inside Tesla has performed a central function in constructing hype for the futuristic type issue, Determine’s industrial settlement stood out as one of many first real-world deployments within the U.S. Determine has raised greater than $700 million since its 2022 founding from buyers together with Microsoft, Nvidia, Intel Capital, and Jeff Bezos, by way of his funding agency. Reuters reported in February that Determine AI was making an attempt to lift one other $1.5 billion at a valuation approaching $40 billion. 

Different tech giants, from Nvidia to OpenAI, have all launched robot-focused initiatives as expectations construct for a possible market alternative that funding administration agency ARK pegged within the trillions of {dollars} in a bullish report final fall. Agility Robotics, which inked a deal for its personal humanoids to maneuver containers inside a Spanx attire warehouse, is reportedly elevating $400 million. That comes after Austin-based Apptronik and Sunnyvale, Calif.-based X1 not too long ago raised $350 million and $100 million in funding, respectively. 

When Determine introduced the BMW partnership in January of 2024, a press launch described the settlement as “a milestone-based” staged strategy. Whereas Determine referred to  a “commercial” settlement, not one of the events have disclosed the monetary phrases nor period of the deal.

What number of droids make a ‘fleet’?

Among the many mechanical bipeds vying for a bit of the pie, Determine’s humanoids are among the many sharpest-looking. In comparison with a number of the bulkier or clumsy-looking droids made by different corporations, the matte-gray-and-black Determine 02 mannequin cuts a modern determine, with six cameras for eyes, on-board AI, and arms dexterous sufficient to pour a glass of milk.

In February, Adcock reminded his LinkedIn community that the BMW deal had been inked one yr earlier, writing, “We signed our first commercial customer, BMW, a year ago,” his LinkedIn put up learn. “We currently have a fleet of robots performing end-to-end operations.”

On the time, I reached out to BMW to attempt to get extra particulars on the fleet of robots and what the end-to-end operations entailed. To my shock, although, BMW spokesperson Steve Wilson stated there was solely a single Determine robotic working of their South Carolina auto plant at any given time, and that the humanoid was choosing up and maneuvering elements “during non-production hours.” When later pressed, Wilson wouldn’t say if these one-robot exams had been because of there being only one solitary Determine humanoid on the manufacturing facility, or if the carmaker had a number of Determine humanoids taking turns training duties. 

He added that “very soon, the Figure robot will begin loading parts for short intervals during live production,” however declined to supply a extra particular timeline. This may be comparable work to that which was being examined in off-hours, however in an actual manufacturing surroundings. 

The production-hours work that Determine’s humanoid would finally do, Wilson defined, would contain a single robotic performing a single process at any given time, within the plant’s physique store – the place steel sheet panels are finally assembled to type the automobile’s chassis. In response to Wilson, the robotic would choose up “parts with two hands from a logistics container and place the parts onto a fixture” inside a contained work cell the place one other sort of robotic would “begin welding the parts together.” It seemed like a much more restricted job than the “end-to-end operations” that Adcock stated his droids had been already doing.

In early March, Adcock mentioned the BMW deal whereas talking at a convention. “We actually have them running everyday now,” he stated of the humanoids. “They’re there today running in their largest plant.” It’s not clear if BMW had by then began utilizing Determine’s robotic know-how for manufacturing work, however even when it had been the case, Adcock’s description as soon as once more appeared to stretch the scope of the mission versus what was described by the BMW official. 

Flip the music up!

On Monday, Adcock posted a brand new video to LinkedIn that made clear the Determine humanoid was now formally doing manufacturing work at BMW’s manufacturing facility. “BMW X Figure Update,” the CEO stated. “This isn’t a test—this is what autonomous robots in production operations look like. Turn the music up!”

The video certainly displayed the kind of work that the BMW official had described–a Determine robotic retrieving steel items from a cellular shelf, after which strolling them over to a piece cell the place it locations them onto a fixture in preparation for welding by different automated gear. A second Determine robotic stood idle subsequent to the one performing the duty, earlier than the video zoomed out to indicate a extremely automated plant of which Determine is at the moment taking part in a small function. 

Was that second robotic a part of the “fleet” that Adcock had described, and wouldn’t it swing into motion when the primary humanoid ran out of juice? Or was it only a advertising prop? BMW wouldn’t say and Determine is just not responding to queries.

Nobody, particularly BMW, is denying that the partnership with Determine is actual, nor that the posh automobile model is testing use of the humanoid robotic in one among its vegetation. In truth, Wilson, the BMW spokesperson, stated the corporate will reveal extra particulars throughout an onsite press occasion in Could. 

However the seeming discrepancies in such a high-profile and probably seminal deal increase awkward questions for an trade that also must show it’s extra than simply shiny demo movies and founder-fueled hype. With regards to humanoids, as with people, belief is essential.

This story was initially featured on Fortune.com

TAGGED:BMWCEOexaggeratingfigurehumanoidstartupstartupswork
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