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Hyundai Uses Boston Dynamics Atlas Robot in World Cup 2026 Campaign

Summary by Quartz
The automaker's "School of Football" campaign features a five-part video series of Atlas learning to kick a ball ahead of FIFA World Cup 2026

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"Atlas," a humanoid robot developed by Boston Dynamics, a robotics company affiliated with Hyundai Motor Group, is demonstrating the "Rabona Kick," a soccer technique involving crossing the legs to kick the ball. To commemorate the "2026 CONCACAF World Cup," Hyundai Motor released four campaign videos featuring Atlas's soccer learning process from the 25th to the 29th. These videos, which depict the robot implementing natural movements by learni…

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[Digital Daily Reporter Yoon Seo-yeon] Hyundai Motor Company showcased its physical AI technology to football fans around the world, spearheaded by its humanoid robot, Atlas. As an official partner of the FIFA World Cup 2026, the company announced its vision for the robotics business by releasing a campaign video capturing the growth process of Atlas as it learns football. On the 29th, Hyundai Motor Company unveiled the "School of Football" cam…

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ddaily.co.kr broke the news on Friday, May 29, 2026.
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