OpenAI’s trademark filing reveals pivot to humanoid robots as market heads toward $38 billion

OpenAI’s trademark application reveals a strategic pivot beyond AI language models into robotics and consumer hardware, aligning with Goldman Sachs’ prediction that the humanoid robot market could reach $38 billion by 2035. This shift reflects the convergence of artificial intelligence with physical automation, as major tech players race to develop humanoid robots that can perform real-world tasks across industrial and consumer applications.

The big picture: OpenAI has quietly expanded its focus beyond language models to include hardware development, particularly humanoid robots, signaling a return to robotics after closing its division in 2021.

• The company’s trademark application with the USPTO lists various hardware including AI-powered smart devices, augmented and virtual reality headsets, and humanoid robots.
• CEO Sam Altman has confirmed to media that OpenAI is researching AI-powered consumer hardware and working with multiple partners while developing its own semiconductor technology.

Strategic investments: Despite shuttering its own robotics division, OpenAI has maintained interest in the sector through strategic investments in robotics companies.

• The company has invested in humanoid robotics firms like Figure and 1X, suggesting a long-term vision for combining its AI expertise with physical systems.
• This strategic pivot comes as Goldman Sachs Research has dramatically increased its market forecast for humanoid robots to $38 billion by 2035, a six-fold increase from earlier estimates.

Competition intensifies: Major tech players are aggressively developing platforms and models for humanoid robotics, creating a competitive innovation landscape.

• NVIDIA introduced Cosmos, a development platform for World Foundation Models that facilitates AI-driven decision-making for robotics and autonomous vehicles through simulation of real-world scenarios.
• The company’s Isaac GR00T Blueprint generates synthetic motion data to train humanoid robots using imitation learning and reinforcement techniques.

China’s accelerated timeline: The Chinese government has made humanoid robotics a national priority, with ambitious goals for mass production by 2025.

• Nearly 30 Chinese companies recently showcased advanced humanoid models at a Beijing event, demonstrating the country’s rapid progress.
• A public demonstration in Shanghai featured 102 humanoid robots from 10 different companies performing practical tasks including walking, making beds, washing dishes, and welding.

Bold production targets: Industry players are moving from research prototypes to commercial manufacturing plans with ambitious volume targets.

• Tesla plans to produce thousands of its Optimus humanoid robots in 2025, according to CEO Elon Musk during the company’s Q4 2024 results announcement.
• Figure AI, which ended its partnership with OpenAI, claims to have developed fully end-to-end robotic AI in-house and plans to deliver 100,000 robots over the next four years.

Why this matters: The convergence of advanced AI with robotics creates the potential for transformative applications across manufacturing, logistics, and service industries where physical labor has been difficult to automate.

• As language models become increasingly commoditized, companies are seeking competitive advantages by embedding AI intelligence into physical systems that can interact with the real world.
• The successful integration of these intelligent machines into human-centered environments will determine how quickly the technology moves from demonstration to widespread commercial adoption.