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Top 10 Campaign in Retail · September 2026
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Top 10 Campaign
Retail · September 2026

The Robot Fights Back

PR Campaign
Wednesday 2nd September, 2026

A Russian electronics retailer appears to have staged footage of its humanoid shop assistant, Sema, kicking at a customer after he pushed it. The deliberately absurd ‘robot uprising’ moment spread online and earned tech coverage, although the exact nature of the stunt remains unconfirmed.

Why it worked: It hijacked the “AI safety” news cycle with plausibly real CCTV-style footage, forcing journalists to adjudicate authenticity and ethics.

The lesson: Consider staging a believable security-cam “near-miss” that tests a hot cultural fear, then offer experts to verify or debunk it.

Volga Store
4 Sources:
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