Figure AI’s BMW Deal: Hype or Reality for Humanoid Robots?

San Francisco, June 7, 2025 - Figure AI, a humanoid robotics startup, is under scrutiny after CEO Brett Adcock claimed a robust partnership with BMW, suggesting a "fleet" of robots executing "end-to-end operations" at BMW’s Spartanburg plant. However, BMW has clarified that, as of May 2025, only one Figure 02 robot operates during production hours, performing a single task: retrieving metal sheet parts for welding.

This stark contrast has sparked questions about Figure AI’s credibility, especially as the company pursues a $1.5 billion funding round at a $39.5 billion valuation. The controversy, highlighted at the recent Bloomberg Tech conference where Adcock avoided live demonstrations and specific questions about BMW, underscores broader concerns about trust and transparency in the rapidly evolving humanoid robotics industry.

Discrepancy in Partnership Claims

Adcock’s bold assertions about Figure AI’s role at BMW’s South Carolina facility have not aligned with the automaker’s statements. While Adcock described a transformative deployment of humanoid robots, BMW’s disclosure reveals a limited pilot involving one robot performing a basic function. This discrepancy has sparked concerns, especially considering Figure AI's positioning as a frontrunner in the robotics industry.

The company’s silence on the matter, with Adcock declining to clarify and BMW redirecting inquiries back to Figure, has fueled speculation about whether the claims reflect strategic exaggeration to boost investor confidence or genuine progress toward broader deployment. Industry observers note that such discrepancies could erode trust in a sector already grappling with high expectations.

ALSO READ | Google’s Gemini 2.5 Pro Skyrockets Coding Prowess, Tops WebDev Arena

Valuation Ambitions and Industry Implications

Figure AI’s pursuit of a $39.5 billion valuation, a 15-fold increase from its $2.6 billion valuation in February 2024, has intensified scrutiny of its claims. The proposed funding round, reportedly led by Align Ventures and Parkway Venture Capital, reflects strong investor belief in Figure’s potential to address labor shortages with its humanoid robots. Partnerships with tech giants like Microsoft and Nvidia, alongside backing from Jeff Bezos, bolster this optimism.

However, the BMW controversy highlights risks in the humanoid robotics market, where valuations often outpace tangible results. Critics argue that Figure’s lofty goals, including producing 100,000 robots by 2029, may be inflating an AI bubble, while supporters see the BMW pilot as an early step toward revolutionary automation.

Did You Know?
Humanoid robots like Figure 02 can perform tasks with human-like dexterity, potentially reducing manufacturing labor costs by up to 30% in industries like automotive.

Navigating Hype in Humanoid Robotics

The humanoid robotics industry is at a crossroads, with companies like Figure AI, Agility Robotics, and Tesla’s Optimus vying to prove their technology’s commercial viability. Figure’s BotQ facility, launched in March 2025, aims to produce 12,000 robots annually, using innovative techniques like injection molding and robots in the production line. Yet, Adcock’s reluctance to showcase live demos at Bloomberg Tech has drawn criticism for lacking transparency, as he opted for curated videos instead.

As the industry grows, with global robotics investments projected to reach $15 billion in 2025, Figure AI’s ability to deliver on its promises will be critical. Although the BMW partnership is limited, it may still indicate progress; however, only clear results will silence skeptics and justify the company’s ambitious valuation.