FIFA World Cup 2026 gets Hyundai robot dogs for venue security patrols
As the 2026 FIFA World Cup approaches, Hyundai Motor Company has unveiled its latest marketing campaign aimed at enhancing fan engagement during the tournament. The initiative, which was announced in early October 2023, will leverage innovative technology and interactive experiences to connect soccer enthusiasts across North America. Hyundai's campaign is designed to capitalize on the excitement surrounding the World Cup, which is set to take place in the United States, Canada, and Mexico. The automotive giant aims to strengthen its brand presence and foster a deeper connection with fans by integrating digital platforms and live events into its promotional strategy. Through a series of interactive activations, Hyundai plans to provide fans with unique opportunities to participate in the World Cup experience, including virtual reality experiences and social media engagements. This approach not only highlights Hyundai's commitment to the sport but also aligns with its broader marketing objectives of reaching a diverse audience and enhancing customer loyalty. By embracing the global appeal of soccer, Hyundai seeks to position itself as a key player in the automotive market while celebrating the spirit of the World Cup. The campaign reflects the company's dedication to innovation and community engagement, aiming to create memorable moments for fans during this prestigious sporting event.
U of Catania (IT) Service Robots Group
The RoSy group at the University of Catania studies service robot architectures, multi-robot coordination, and autonomous navigation in dynamic environments. Research targets deployment of assistive and logistics robots in healthcare and commercial facilities.
Octopus Robots (FR)
France
Octopus Biosafety develops autonomous robots for poultry farming and facility management. Its Spoutnic avian robot automates biosecurity tasks in agricultural settings. The company is partnering with US group The Autonomous Way.
Alkadur Robot Systems GmbH
Germany
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HERL (Human Engineering Research Lab)
United States
Joint University of Pittsburgh and US Department of Veterans Affairs laboratory conducting rehabilitation engineering research. Develops mobility devices, assistive technologies, and medical-grade products for people with disabilities.
Joanneum Research Assoc (AT)
Austria
Joanneum Research Institute for Robotics and Flexible Production conducts applied R&D in industrial robot systems, production automation and robot safety, offering feasibility analysis, consulting and testing in a robotics solution centre.
St Petersburg National Research U of ITMO
Russian leading research university (ITMO University) specializing in information technology, optical engineering, and photonics. Active research programs in AI, robotics, computer vision, and cyber-physical systems.
Patten Studio
United States
Patten Studio is an interactive design studio based at MIT Media Lab roots, creating technology-driven art installations and experiential environments for brands and public spaces. Work involves sensing, embedded computing, and responsive physical interfaces, with peripheral relevance to human-machine interaction.
Shenzhen Macrotellect Technology (CN)
Macrotellect develops BrainLink EEG headsets and brainwave sensing devices for consumer and research applications. The company focuses on brain-computer interface technology enabling non-invasive neural signal acquisition and human-machine interaction.
Soul Machines
New Zealand AI company (now in receivership as of February 2026) that developed lifelike digital human avatars powered by large language models for customer service and enterprise deployment. Created Digital Workers and Workforce Connect platforms.
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