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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Where smarter storage meets smarter logistics.
Updated
January 8, 2026 6:32 PM
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Kioxia's flagship building at Yokohama Technology Campus. PHOTO: KIOXIA
E-commerce keeps growing and with it, the number of products moving through warehouses every day. Items vary more than ever — different shapes, seasonal packaging, limited editions and constantly updated designs. At the same time, many logistics centers are dealing with labour shortages and rising pressure to automate.
But today’s image-recognition AI isn’t built for this level of change. Most systems rely on deep-learning models that need to be adjusted or retrained whenever new products appear. Every update — whether it’s a new item or a packaging change — adds extra time, energy use and operational cost. And for warehouses handling huge product catalogs, these retraining cycles can slow everything down.
KIOXIA, a company known for its memory and storage technologies, is working on a different approach. In a new collaboration with Tsubakimoto Chain and EAGLYS, the team has developed an AI-based image recognition system that is designed to adapt more easily as product lines grow and shift. The idea is to help logistics sites automatically identify items moving through their workflows without constantly reworking the core AI model.
At the center of the system is KIOXIA’s AiSAQ software paired with its Memory-Centric AI technology. Instead of retraining the model each time new products appear, the system stores new product data — images, labels and feature information — directly in high-capacity storage. This allows warehouses to add new items quickly without altering the original AI model.
Because storing more data can lead to longer search times, the system also indexes the stored product information and transfers the index into SSD storage. This makes it easier for the AI to retrieve relevant features fast, using a Retrieval-Augmented Generation–style method adapted for image recognition.
The collaboration will be showcased at the 2025 International Robot Exhibition in Tokyo. Visitors will see the system classify items in real time as they move along a conveyor, drawing on stored product features to identify them instantly. The demonstration aims to illustrate how logistics sites can handle continuously changing inventories with greater accuracy and reduced friction.
Overall, as logistics networks become increasingly busy and product lines evolve faster than ever, this memory-driven approach provides a practical way to keep automation adaptable and less fragile.