Robots enter the World Cup, shifting how large-scale events are run and experienced
Updated
April 8, 2026 10:35 AM
Hyundai Motor Company Dealership, Alabama, US. PHOTO: ADOBE STOCK
As the FIFA World Cup 2026 approaches, attention is beginning to shift beyond the matches themselves to how an event of this scale is organised and run. Managing teams, coordinating venues and handling large crowds requires a system that works with precision. This time, robotics is set to become part of that system.
Hyundai Motor Company, a long-time FIFA partner, is expanding its role for the 2026 tournament. Alongside its traditional responsibility of providing vehicles for teams, officials and media, the company will introduce robotics in collaboration with Boston Dynamics. Robots including Atlas and Spot are expected to be deployed at selected venues.
According to the announcement, these systems will be used to support tournament operations while contributing to safety and efficiency. They will also play a role in shaping how fans experience the event, indicating a broader use of technology within the tournament environment. While specific use cases have not been detailed, the inclusion of robotics reflects a growing effort to integrate advanced systems into large-scale public events.
The direction was introduced through the company’s global campaign, “Next Starts Now,” unveiled at the 2026 New York International Auto Show. The campaign is positioned around its wider focus on innovation across mobility and robotics, aligning with its long-standing partnership with FIFA, which now spans more than two decades. As part of the 2026 tournament, the company will also deploy its largest mobility fleet to date, working alongside these newer systems across venues.
Beyond operations, the initiative extends into community engagement. Youth football camps are set to take place across four host cities in the United States—Atlanta, Miami, New Jersey and Los Angeles—targeting children between the ages of six and twelve. A global drawing programme will also invite young fans to submit artwork supporting their national teams, with selected designs to be featured on official team buses during the tournament.
Taken together, the introduction of robotics alongside existing infrastructure points to a gradual shift in how major events are supported. Rather than operating only behind the scenes, technology is becoming more visible within the event itself. How these systems perform in a live, large-scale setting will become clearer once the tournament begins.
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How Korea is trying to take control of its AI future.
Updated
January 13, 2026 10:56 AM
SK Telecom Headquarters in Seoul, South Korea. PHOTO: ADOBE STOCK
SK Telecom, South Korea’s largest mobile operator, has unveiled A.X K1, a hyperscale artificial intelligence model with 519 billion parameters. The model sits at the center of a government-backed effort to build advanced AI systems and domestic AI infrastructure within Korea. This comes at a time when companies in the United States and China largely dominate the development of the most powerful large language models.
Rather than framing A.X K1 as just another large language model, SK Telecom is positioning it as part of a broader push to build sovereign AI capacity from the ground up. The model is being developed as part of the Korean government’s Sovereign AI Foundation Model project, which aims to ensure that core AI systems are built, trained and operated within the country. In simple terms, the initiative focuses on reducing reliance on foreign AI platforms and cloud-based AI infrastructure, while giving Korea more control over how artificial intelligence is developed and deployed at scale.
One of the gaps this approach is trying to address is how AI knowledge flows across a national ecosystem. Today, the most powerful AI foundation models are often closed, expensive and concentrated within a small number of global technology companies. A.X K1 is designed to function as a “teacher model,” meaning it can transfer its capabilities to smaller, more specialized AI systems. This allows developers, enterprises and public institutions to build tailored AI tools without starting from scratch or depending entirely on overseas AI providers.
That distinction matters because most real-world applications of artificial intelligence do not require massive models operating independently. They require focused, reliable AI systems designed for specific use cases such as customer service, enterprise search, manufacturing automation or mobility. By anchoring those systems to a large, domestically developed foundation model, SK Telecom and its partners are aiming to create a more resilient and self-sustaining AI ecosystem.
The effort also reflects a shift in how AI is being positioned for everyday use. SK Telecom plans to connect A.X K1 to services that already reach millions of users, including its AI assistant platform A., which operates across phone calls, messaging, web services and mobile applications. The broader goal is to make advanced AI feel less like a distant research asset and more like an embedded digital infrastructure that supports daily interactions.
This approach extends beyond consumer-facing services. Members of the SKT consortium are testing how the hyperscale AI model can support industrial and enterprise applications, including manufacturing systems, game development, robotics and autonomous technologies. The underlying logic is that national competitiveness in artificial intelligence now depends not only on model performance, but on whether those models can be deployed, adapted and validated in real-world environments.
There is also a hardware dimension to the project. Operating an AI model at the 500-billion-parameter scale places heavy demands on computing infrastructure, particularly memory performance and communication between processors. A.X K1 is being used to test and validate Korea’s semiconductor and AI chip capabilities under real workloads, linking large-scale AI software development directly to domestic semiconductor innovation.
The initiative brings together technology companies, universities and research institutions, including Krafton, KAIST and Seoul National University. Each contributes specialized expertise ranging from data validation and multimodal AI research to system scalability. More than 20 institutions have already expressed interest in testing and deploying the model, reinforcing the idea that A.X K1 is being treated as shared national AI infrastructure rather than a closed commercial product.
Looking ahead, SK Telecom plans to release A.X K1 as open-source AI software, alongside APIs and portions of the training data. If fully implemented, the move could lower barriers for developers, startups and researchers across Korea’s AI ecosystem, enabling them to build on top of a large-scale foundation model without incurring the cost and complexity of developing one independently.