Meta Platforms, the parent company of Facebook, WhatsApp, and Instagram, is making a major push into AI-powered humanoid robots, according to a recent Reuters report citing an internal company memo. The company is setting up a new division within its Reality Labs unit to develop robots capable of assisting with physical tasks.

The move places Meta in competition with companies like Nvidia-backed Figure AI and Tesla, which are also investing in humanoid robotics. AI advancements have fueled growing interest in robots that can interact with the physical world, states the report.

The internal memo, written by Meta's Chief Technology Officer Andrew Bosworth, states that the robotics group will focus on developing consumer humanoid robots designed to leverage Meta's AI platform, Llama. This AI model currently powers Meta's suite of generative AI tools.

Meta has hired Marc Whitten, the former CEO of self-driving car company Cruise, as the vice president of robotics to lead the initiative. Additionally, John Koryl, former CEO of The RealReal, has joined the company to strengthen its retail strategy for AI-powered devices, including Quest mixed-reality headsets and Ray-Ban Meta smart glasses, states the Reuters report.

Expanding into robotics aligns with Meta's broader AI and augmented reality goals. The company is also working to build direct-to-consumer expertise through experimental retail locations, such as the temporary Meta Lab store in Los Angeles. While retail partners will continue to handle most hardware sales, Meta wants a stronger foothold in the space, adds Reuters.

The investment comes despite financial losses in Reality Labs, which lost around $5 billion in the last quarter of 2024. The division remains focused on long-term innovation, further adds the report.

According to a Bloomberg report on the matter, Meta does not plan to launch its own branded humanoid robot immediately. Instead, it is developing AI, sensors, and software to power robots made by other companies. Meta has already begun discussions with robotics firms like Unitree Robotics and Figure AI.