"A First in World Cup History"... Foreign Media Spotlight Atlas's Soccer Performance

The performance by Atlas, a humanoid robot from Boston Dynamics, a robotics subsidiary of Hyundai Motor Group, at a World Cup stadium is drawing attention from international media outlets.
Major overseas media outlets highlighted Atlas's movements, including a goal celebration performed in public for the first time, and paid close attention to the advancements in Hyundai Motor Group's learning-based humanoid robot technology.
On July 8, the prominent U.S. business magazine Fortune praised the performance Atlas delivered during the halftime show of the World Cup Round of 16 match between Brazil and Norway, held at MetLife Stadium in New Jersey, U.S., on July 5, stating, "Something that has never happened in World Cup history has occurred."
Fortune focused on the next-generation humanoid technology that learns on its own to adapt to various environments, unlike traditional programming-based industrial robots, and introduced this method as being similar to the learning processes of Large Language Models (LLMs).
Bloomberg, a U.S. business news outlet, noted that through this campaign, Hyundai Motor Group aimed to prove that advanced robotics technology can be utilized in real-life settings beyond controlled laboratory environments.
In particular, it explained that testing Atlas in an outdoor stadium was a process of securing important engineering data for future deployment on factory floors.
The explanation is that the grass on a stadium field is an environment where various variables can appear that are not present on the flat concrete floors of a laboratory.
Global news agency Reuters focused on the fact that Atlas had to overcome various technical challenges to realize a stable performance at the World Cup stadium.
It specifically introduced that because existing Wi-Fi-based communication could not be used in an environment with tens of thousands of spectators, a separate wireless communication device was built for Atlas.
Adweek, a U.S. marketing trade publication, reported that Hyundai Motor Group showcased a new global marketing case that combines robotics technology with its brand vision through this World Cup.
A Hyundai Motor official told Adweek, "We planned this performance not just for Hyundai Motor Group to participate as a World Cup sponsor, but to directly showcase our robotics technology and future vision on the stage that global fans pay the most attention to."
(Photo courtesy of Hyundai Motor Company and Kia, Yonhap News)
※ Please note: This article was translated by AI and may contain errors.