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F.02: The Molten Steel Send-Off
Figure AI sent its obsolete F.02 humanoid robots into a vat of molten steel at a Finnish foundry, filming their final leap after training them to perform it autonomously. The company turned decommissioning into a cinematic, Terminator-style spectacle, then offered keepsakes made from the robots’ remains.
Why it worked: It fused a verifiable, high-stakes physical stunt (autonomous robots leaping into molten steel) with an iconic pop-culture cameo and shoppable artifacts.
The lesson: Consider staging a one-take, high-risk, independently verifiable physical demo that resolves a real operational task, then sell limited-edition remnants.
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