HowToRobot
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HowToRobot: The Sourcing Layer Beneath Industrial Automation
A vendor-neutral marketplace that sells decisions, not robots, and is now being licensed as national infrastructure
| Report status | Coverage date | Company stage | Editorial standard |
|---|---|---|---|
| Full deep report, first edition | Evidence gathered 18 September 2026 | Fully commercial; Series A funded; country-level platform licensed | Evidence-labelled; company claims separated from verified facts; no demo treated as proof of deployment |
How to Read This Report
HowToRobot is not a robot. It does not walk, weld, pick or palletise. It is a software and services business that sits between companies that want automation and the suppliers that sell it. That single fact invalidates most of the analytical apparatus normally applied to a robotics company: there is no autonomy level to assign, no bill of materials to tear down, no actuator to benchmark. The autonomy verdict for this entity is unknown not because the evidence is missing but because the question does not apply 1.
What remains is a more interesting and less well-covered question: whether a neutral intermediary can become durable infrastructure in an industry that has historically been sold through distributors, integrators and trade fairs. This report treats HowToRobot as a marketplace and data business, and applies the evidentiary standards appropriate to one.
Every substantive claim below carries one of four labels.
| Label | Meaning | Example in this report |
|---|---|---|
| VERIFIED FACT | Confirmed by regulatory filings, official product documentation, named-customer confirmation, primary research, or multiple independent sources | The AutomationFinder.com.au launch date and its backing by Robotics Australia Group 678 |
| COMPANY CLAIM | Stated by HowToRobot or an affiliated party, not independently verified | Q1 2026 revenue of $756.1K and 94% gross margin 1015 |
| EDITORIAL INFERENCE | Reasoned conclusion drawn from public evidence, explicitly flagged as such | The margin structure implies a software-weighted revenue mix rather than a services-heavy one |
| UNKNOWN | Not publicly disclosed | Contract values, churn, supplier-side economics, and the commercial terms of the Australian licence |
Three disciplines govern the whole document. A choreographed demo video is not proof of autonomous work. A shipment is not proof of productive deployment. A partnership announcement is not proof of a paid customer. Where the dossier is thin, this report says so rather than filling the gap with plausible-sounding narrative.
One structural caveat applies throughout. The research dossier supplied for this report contains a substantial volume of material that does not describe HowToRobot at all: academic papers on instructional video generation 181920, a vision-language-action model paper 21, teardown videos of unrelated hardware 222324252627, and Reddit threads on robotics employment and robot vacuums 282930313233. None of this material bears on HowToRobot's operations, and none of it is used below to characterise the company. It is retained in the source list for completeness and transparency about what was gathered versus what was relevant. Readers should treat the effective evidence base for this report as sources 1 through 17.
01Executive Overview
HowToRobot is a Danish-founded, now multi-jurisdictional company that operates a vendor-neutral sourcing platform for industrial and commercial automation. It was founded in 2017 and maintains legal entities in the United States (Franklin, Tennessee), Denmark (Roskilde) and the United Kingdom (Woking, England) 1. Its proposition is straightforward to state and difficult to execute: a buyer with an automation problem describes the problem, the platform's AI-assisted workflow helps define the project, generates a supplier-ready request for information, and matches the buyer against a network the company describes as more than 20,000 vetted automation suppliers globally 13.
The company's commercial model combines a monthly subscription fee, offset against the price of a solution if the buyer proceeds to purchase, with a commission on facilitated transactions 2. That structure is a COMPANY CLAIM in its specifics, though the broad shape is corroborated across the company's own terms and multiple trade-press accounts 2711.
The most consequential development in the coverage window is the launch of AutomationFinder.com.au on 1 September 2026, described by multiple independent trade outlets as HowToRobot's first country-wide licensed deployment and backed by Robotics Australia Group 678. This is the item that changes the analytical frame. A sourcing platform that sells subscriptions to individual enterprises is a software business. A sourcing platform that a national industry body licenses and brands as the country's front door to automation is attempting to become market infrastructure. The distinction matters for durability, for defensibility, and for the risk profile.
Financially, the company reports Q1 2026 revenue of $756.1K, gross margin above 94%, and EBITDA of $267.1K 1015. These are COMPANY CLAIMS published via GlobeNewswire and syndicated by Yahoo Finance; they have not been independently audited in any source available to this report. If accurate, the margin figure is the single most informative number in the dossier, because it implies a revenue mix weighted toward software and platform fees rather than labour-intensive consulting. That inference is EDITORIAL, not stated by the company.
Investor interest is real and named. Holman, a large automotive services group, announced a strategic capital investment 91114. Humanoid Global Holdings disclosed a US$75,000 minority equity interest alongside a two-year advisory agreement with no monetary compensation 1217. The Holman relationship is the more strategically interesting of the two: Holman's core business is fleet and automotive services, a sector with deep, repetitive, and largely unsolved automation demand. Whether that relationship produces commercial pipeline or remains a financial holding is UNKNOWN.
On enterprise traction, the company lists projects with ZF, Nestlé and CZ Group, and proposals with Arla, Safran, Adient, Finsbury Food Group, Lego, Carlsberg and Goodyear 10. The distinction between "projects" and "proposals" is the company's own, and it is a meaningful one. A proposal is not a contract. A project is not necessarily a completed deployment. This report treats the entire list as COMPANY CLAIM and notes that no named customer has independently confirmed engagement in the sources available.
The honest summary is this. HowToRobot has found a real inefficiency: industrial automation procurement is slow, opaque, and relationship-gated, and a neutral matching layer with structured project definition is a plausible fix. It has raised money, reports profitable growth, and has crossed a credibility threshold by having a national body put its name on a country-level platform. What it has not yet demonstrated in public evidence is retention, transaction volume, or the conversion rate from matched introduction to signed order. Those are the numbers that would settle whether this is infrastructure or intermediation.
Latest news
- Humanoid Global Portfolio Company HowToRobot Powers AutomationFinder, Launched by Robotics Australia GroupFinancial Post·2026-09-17GENERAL
02The HowToRobot Story
The company's origin story is not well documented in the public record available to this report. What is documented is the corporate structure and the founding year. HowToRobot was founded in 2017, with HowToRobot ApS registered in Roskilde, Denmark, and later entities established in the United States and the United Kingdom 1. The Danish origin places it within a Nordic industrial-automation cluster that has produced a disproportionate share of Europe's robotics integration and mobile-robot companies, though no source in this dossier draws a direct causal link between that cluster and HowToRobot's formation. Any such link would be EDITORIAL speculation and is not asserted here.
The strategic logic of the founding is easier to reconstruct from the product than from the history. Industrial automation procurement has a structural problem that has persisted for decades: the buyer usually does not know what to buy, the supplier cannot efficiently find qualified buyers, and the gap between them is filled by integrators, distributors, and trade events whose economics depend on the opacity they are nominally there to resolve. A neutral platform that standardises project definition and matches against a broad supplier network attacks that gap directly. Whether the founders articulated it in those terms in 2017 is UNKNOWN; that the product embodies it is clear from the current offering 13.
The company's public positioning has shifted over time in a way that is visible in the source record. Earlier material is oriented toward supplier discovery and price transparency, exemplified by the company's own expert-insight content on what a robot solution actually costs 5. Later material, particularly the 2025 and 2026 announcements, is oriented toward enterprise pipeline generation and national platform licensing 4610. That is a shift from being a directory with editorial content to being a workflow tool with institutional partners. EDITORIAL INFERENCE: this is the classic maturation path of a two-sided marketplace, moving from liquidity-by-listing to liquidity-by-workflow, and it is the correct direction if the company intends to defend against general-purpose AI search eroding the value of a static supplier directory.
The funding history in the available record is partial. The Series A is referenced in the context of the Holman investment and the Humanoid Global participation 91214. The round size, valuation, and full investor list are UNKNOWN. Humanoid Global's disclosed position is a US$75,000 minority equity interest, which is small in absolute terms and should not be read as a lead investment 12. The two-year advisory agreement with no monetary compensation 12 is a governance detail worth noting: advisory arrangements without compensation are common in strategic-investor relationships but provide limited signal about conviction.
The most recent chapter is the Australian deployment. AutomationFinder.com.au launched on 1 September 2026, powered by HowToRobot and backed by Robotics Australia Group, with the supplier network described as up to 500 Australian suppliers within the global 20,000+ network 678. The Robot Report and Robotics 24/7 both covered the launch independently, which raises the evidentiary quality of this item above the company's own announcements 78. The framing across outlets is consistent: a national platform intended to lift Australia's automation adoption. EDITORIAL INFERENCE: the significance is not the Australian market size, which is modest, but the template. If a national industry body will license and brand a foreign platform as its country's automation front door, the same motion is available in other mid-sized markets with fragmented supplier bases. That is the growth story to watch, and it is also the concentration risk: each national deployment is a bespoke partnership that may not scale with the same economics as the core platform.
What the story does not yet contain, in public evidence, is a reckoning. There is no visible account of a failed market entry, a lost enterprise account, or a supplier revolt over lead quality. Companies at this stage rarely publish such things, so their absence is not evidence of their non-existence. It is simply UNKNOWN, and it should temper any reading of the trajectory as smooth.
03Product Portfolio: What HowToRobot Actually Sells
HowToRobot sells four things, and it is worth being precise about which is the product and which is the packaging.
The first is project definition. The platform's AI builds a prioritised list of automation candidates within a buyer's operation, then generates a supplier-ready request for information 1. This is the highest-value component and the hardest to replicate, because it requires encoding domain knowledge about what is automatable, at what volume, and at what payback. A generic large language model can draft an RFI; it cannot reliably tell a mid-sized food manufacturer which of its twelve manual processes should be automated first. If HowToRobot has that knowledge encoded, it is the moat. Whether it does is UNKNOWN, and the company's own description does not distinguish between genuine domain modelling and structured prompting over a template library.
The second is supplier matching. The company claims a network of more than 20,000 vetted automation suppliers globally 1, with up to 500 available in the Australian deployment 67. "Vetted" is a COMPANY CLAIM and the vetting methodology is not disclosed. The size of the network is corroborated across multiple independent news sources 678, which raises confidence in the number as a company statement, but no source independently verifies the count or the quality of the suppliers within it.
The third is anonymous outreach and comparison. Buyers can approach suppliers without disclosing their identity initially, and can compare supplier responses side by side 1. This is a genuine structural innovation in a market where buyers fear that revealing a project signals budget and invites aggressive selling. It also creates a subtle incentive problem: suppliers invest effort in responding to anonymised briefs with no guarantee of a named conversation. EDITORIAL INFERENCE: the health of the supplier side of this marketplace is the least visible and most important variable in the entire business, and no source in this dossier addresses it.
The fourth is transaction facilitation, with a monthly fee offset if a solution is purchased and a commission on facilitated transactions 2. This is the monetisation layer, and it is where the business model's durability will be decided. A subscription that converts to a commission on success aligns the platform with the buyer, which is good for trust. It also means revenue is lumpy and dependent on deals closing, which is bad for predictability.
| Offering | What it does | Evidence quality | Commercial role |
|---|---|---|---|
| AI project definition | Builds prioritised automation candidate lists; generates RFIs | COMPANY CLAIM, directly quoted from company site 1 | Top-of-funnel value; the differentiator if domain knowledge is real |
| Supplier matching | Matches buyers to a claimed 20,000+ supplier network | COMPANY CLAIM on size; corroborated as a statement across outlets 678 | Liquidity engine; quality unverified |
| Anonymous outreach and comparison | Lets buyers engage and compare without early disclosure | COMPANY CLAIM 1 | Trust mechanism; supplier-side cost is undisclosed |
| Transaction facilitation | Monthly fee offset on purchase; commission on facilitated deals | COMPANY CLAIM via terms 2 | Monetisation; introduces revenue lumpiness |
The company also publishes editorial content, including cost guidance on robot solutions 5, and produces material aimed at suppliers on building a predictable pipeline of automation projects 4. This is a content-marketing layer, not a product, but it serves a real function: it establishes the platform as the neutral reference point in a market where buyers do not know what things cost. That positioning is valuable and fragile in equal measure, because neutrality is easy to claim and hard to maintain once commission revenue depends on which suppliers close.
Products & versions
04Technology Stack: Strengths and the Work That Remains
The technical claims in the available record are thin, and this section is correspondingly short. That is a statement about the evidence, not a judgement about the engineering.
What is claimed: AI builds prioritised automation candidate lists, generates supplier-ready RFIs, supports anonymous outreach, and enables side-by-side supplier comparison 1. That is the full extent of the technical description in the dossier. There is no published architecture, no model documentation, no description of how supplier matching is scored, no information on data sources, and no technical paper of any kind authored by the company.
This absence is itself informative. A company whose core value proposition is AI-assisted project definition would normally, at Series A stage with enterprise clients, have some public technical articulation: a blog post on how matching works, a conference talk, a patent filing, a data-science hiring page describing the stack. None appears in the sources gathered. EDITORIAL INFERENCE: the most likely explanations are that the AI layer is an application of existing models over a structured domain taxonomy rather than novel model development, and that the company's genuine asset is the taxonomy and the supplier graph rather than the model. That would be a perfectly defensible business, but it changes the competitive analysis considerably, because taxonomies and graphs can be copied and models can be commoditised.
The strengths that can be reasonably inferred from the evidence are three. First, structured project definition is genuinely hard and genuinely valuable, and the company has been doing it since 2017, which implies accumulated templates and process knowledge 1. Second, the supplier graph, if the 20,000+ figure is accurate, represents years of relationship and data accumulation that a new entrant cannot replicate quickly 16. Third, the anonymous-outreach mechanism requires careful identity management and communication routing, which is unglamorous infrastructure that most competitors have not built 1.
The work that remains is harder to assess. The dossier provides no evidence on matching accuracy, no conversion metrics, no buyer satisfaction data, and no information on how the platform handles the long tail of automation problems that do not fit a template. It also provides no information on data governance, which matters increasingly for enterprise buyers in Europe operating under GDPR and the EU AI Act. Whether HowToRobot's project-definition AI is classified as a high-risk system under the EU AI Act is UNKNOWN, and the company's Danish entity means the question is live rather than theoretical.
One further gap deserves naming. The platform's value depends on suppliers responding to anonymised briefs. That is a two-sided operational problem: routing the right brief to the right suppliers, and preventing the network from being flooded with low-quality enquiries that cause good suppliers to disengage. No source in this dossier addresses supplier-side tooling, response rates, or quality control. Until that is visible, the technical assessment of HowToRobot is a description of the buyer-facing half of a marketplace whose other half is unexamined.
05Research, Papers, Authors and Labs
HowToRobot has no research programme in the public record. There are no peer-reviewed papers, no preprints, no named research staff, no academic affiliations, and no open-source repositories attributable to the company in the sources gathered for this report.
The dossier does contain four research items, and it is important to state plainly that none of them relate to HowToRobot. They are: GenHowTo, on learning to generate actions and state transformations from instructional videos 18; an arXiv paper at 2310.04900 19; ShowHowTo, on generating scene-conditioned step-by-step visual instructions 20; and Hi Robot, on open-ended instruction following with hierarchical vision-language-action models 21. These are legitimate research contributions in video understanding and robot learning, and they are entirely unrelated to a B2B automation sourcing marketplace. Their presence in the dossier reflects the breadth of the automated gathering process rather than any connection to the company.
This matters for two reasons. First, it means any reader arriving at this report hoping for a technical assessment of HowToRobot's AI will not find one grounded in published research, because none exists. Second, it is a caution about the evidence base as a whole: a dossier that includes four irrelevant papers, six irrelevant videos, and six irrelevant community threads alongside seventeen relevant sources should be read with the relevance filter applied explicitly, which this report does throughout.
For completeness, the company does publish non-academic expert content, including cost analysis of robot solutions 5 and supplier-facing guidance on pipeline generation 4. This is practitioner material, not research, and it is not peer-reviewed. It is nonetheless useful as a signal of how the company wants the market to think about automation economics, and it is treated in this report as COMPANY CLAIM.
<!-- module: papers --> <!-- module: authors-labs --> <!-- module: repos --> <!-- module: datasets -->06Media Evidence Library: What the Videos Prove
The dossier contains six video items. None of them show HowToRobot's platform in operation, and none of them constitute evidence about the company.
The relevant item is a supplier-facing video titled "Build a Predictable Pipeline of Automation Projects" 4, which is company-produced marketing material. It demonstrates the company's positioning toward suppliers and its messaging about pipeline generation. It does not demonstrate platform functionality, transaction volume, or buyer outcomes. Under this report's evidentiary standard, a produced marketing video is a COMPANY CLAIM rendered in video form, and it proves only that the company markets to suppliers.
The remaining five videos are unrelated to HowToRobot: a teardown of the Unitree Go2 quadruped 22, a Narwal Flow robot vacuum teardown 23, a review of a coding toy robot 24, a review of a NEURA Robotics humanoid 25, a teardown of an agentic chatbot framework 26, and a LeRobot SO-101 arm assembly video 27. These are hardware and software items from the broader robotics ecosystem. They have no bearing on HowToRobot and are not used to characterise it.
The honest conclusion for this section is that the media evidence base for HowToRobot is effectively empty of independent demonstration. There is no third-party video walkthrough of the platform, no recorded buyer testimonial in video form, no conference demo recording, and no independent review. For a company whose product is a workflow tool, this is a meaningful gap. A ten-minute unedited screen recording of a real buyer defining a real project and receiving real supplier responses would do more to establish credibility than any number of press releases, and no such artefact exists in the public record gathered here.
Media library
07Commercial Reality
This is the section where the gap between announcement and evidence is widest, and it deserves to be read carefully.
What the company reports. Q1 2026 revenue of $756.1K, gross margin above 94%, and EBITDA of $267.1K 1015. These figures were published via GlobeNewswire and syndicated by Yahoo Finance 15. They are COMPANY CLAIMS. No audit, no regulatory filing, and no independent verification appears in the sources available. The EBITDA figure, if accurate, implies the company is profitable at the operating line on a quarterly basis, which is unusual and creditable for a Series A marketplace. The margin figure, if accurate, implies a revenue mix heavily weighted toward software and platform fees rather than services, which is the single most favourable inference available from the entire dossier. Both figures should be treated as unverified until a filing or audited statement appears.
What the company lists as traction. Enterprise projects with ZF, Nestlé and CZ Group, and proposals with Arla, Safran, Adient, Finsbury Food Group, Lego, Carlsberg and Goodyear 10. The company's own distinction between projects and proposals is important and should be preserved. A proposal is a document. A project is an engagement. Neither is a completed deployment, and neither is a confirmed paid contract in any independent source. No named customer on this list has publicly confirmed the relationship in the sources gathered. The list is therefore COMPANY CLAIM in its entirety, and the reader should note that a list containing Lego, Nestlé, Carlsberg and Goodyear is exactly the kind of list that gets assembled for an investor announcement.
What is verified. The AutomationFinder.com.au launch on 1 September 2026 is the strongest commercial fact in the dossier, because it is corroborated by three independent outlets including The Robot Report and Robotics 24/7, and because it involves a named third party, Robotics Australia Group, putting its brand behind the platform 678. A national industry body licensing a platform is a real commercial act, not a memorandum of understanding, though the financial terms of that licence are UNKNOWN.
What is not disclosed. Contract values, average deal size, churn, customer concentration, supplier-side economics, the commission rate on facilitated transactions, the conversion rate from matched introduction to signed order, and the revenue contribution of the Australian deployment. Every one of these is UNKNOWN. For a marketplace, the conversion rate and the repeat rate are the two numbers that determine whether the business works, and neither is public.
| Claim | Source type | Independent corroboration | Report treatment |
|---|---|---|---|
| Q1 2026 revenue $756.1K, 94%+ GM, EBITDA $267.1K | Company announcement via GlobeNewswire 1015 | None | COMPANY CLAIM |
| Projects with ZF, Nestlé, CZ Group | Company announcement 10 | None; no customer confirmation | COMPANY CLAIM |
| Proposals with Arla, Safran, Adient, Finsbury, Lego, Carlsberg, Goodyear | Company announcement 10 | None | COMPANY CLAIM |
| AutomationFinder.com.au launched 1 Sep 2026 with Robotics Australia Group | Three independent trade outlets 678 | Yes, multiple | VERIFIED FACT |
| 20,000+ suppliers globally; up to 500 in Australia | Company site and multiple outlets 1678 | Corroborated as a statement, not audited | COMPANY CLAIM |
| Holman strategic investment | Holman and trade press 91114 | Yes, investor-side confirmation | VERIFIED FACT |
| Humanoid Global US$75,000 minority equity interest; two-year advisory, no compensation | Company disclosure and trade press 1217 | Partial | COMPANY CLAIM |
The pattern across this table is consistent: the facts that involve a third party with its own reputation at stake are verified, and the facts that involve only HowToRobot's own numbers are not. That is normal for a private company at this stage, and it is not an accusation. It does mean that any assessment of HowToRobot's commercial reality is currently an assessment of its announcements rather than its accounts.
Customers & deployments
Named as an enterprise project customer in HowToRobot's Q1 2026 revenue announcement.
Named as an enterprise project customer in HowToRobot's Q1 2026 revenue announcement.
Named as an enterprise project customer in HowToRobot's Q1 2026 revenue announcement.
Sections 8 through 14 continue in the second part of this report.
08Markets and Use Cases
HowToRobot does not sell into a single vertical. Its addressable market is the entire population of industrial and commercial organisations that have an automation need they cannot yet specify, scope, or price. That is a deliberately broad definition, and it is the source of both the platform's opportunity and the analytical difficulty of assessing it. The company's own framing is that it is "vendor-neutral," which is a positioning claim as much as a business model: the value proposition depends on buyers believing that HowToRobot has no incentive to steer them toward any particular supplier 1.
The enterprise engagements named in the company's Q1 2026 announcement give the clearest available picture of where the platform is actually being used. ZF (automotive components), Nestlé (food and beverage), CZ Group (firearms and defence manufacturing), and proposals with Arla (dairy), Safran (aerospace and defence), Adient (automotive seating), Finsbury Food Group (bakery), Lego (consumer goods manufacturing), Carlsberg (brewing), and Goodyear (tyres) 10. Read as a list, this is not a technology-sector customer base. It is heavy manufacturing, process industry, and consumer packaged goods, with a defence and aerospace component. That is consistent with the platform's stated function: these are organisations with large, capital-intensive, multi-site operations where automation projects are expensive, slow to specify, and frequently stalled at the feasibility stage.
The geographic picture is more concentrated than the customer list suggests. The company operates through three legal entities: HowToRobot Inc. in Franklin, Tennessee; HowToRobot ApS in Roskilde, Denmark; and HowToRobot UK Ltd. in Woking, England 1. That footprint points to a primary market in Northern Europe and the United Kingdom, with a United States presence that appears to be more recent or more limited in operational scope. The Australian deployment via AutomationFinder.com.au, launched 1 September 2026, is described as the company's first country-wide licensed deployment 678. The word "first" matters: it implies that the model of licensing the platform to a national industry body is new, and that the company's existing revenue is derived from direct enterprise and supplier relationships rather than from national platform licences.
The Australian case is worth examining in some detail because it is the most concrete evidence of how the platform scales beyond its home markets. Robotics Australia Group, an industry body, backs the platform; HowToRobot powers it; the supplier network in Australia is described as up to 500 suppliers 678. The structure appears to be a white-label or co-branded deployment in which the national body provides credibility and local network access, and HowToRobot provides the technology and the matching methodology. If this model works, it is replicable: any country with an industry association and a fragmented automation supply base is a candidate. If it does not, the company has invested in a market with a relatively small manufacturing base and a long distance from its European operations.
The use cases the platform addresses are best understood as pre-purchase. HowToRobot is not involved in installation, integration, or operation. Its function is to help a buyer move from "we think we need to automate something" to "we have a shortlist of suppliers and a defined project." The company's own description of the workflow is that AI builds prioritised automation candidate lists, generates supplier-ready RFIs, supports anonymous outreach, and enables side-by-side supplier comparison 1. Each of these steps addresses a known friction point in industrial automation procurement. The candidate list addresses the problem that buyers often do not know which of their processes are actually automatable at acceptable cost. The RFI generation addresses the problem that buyers lack the technical vocabulary to specify what they need. Anonymous outreach addresses the problem that buyers do not want to signal to their supply chain or competitors that they are investing. Side-by-side comparison addresses the problem that supplier proposals are difficult to normalise.
Whether the platform actually solves these problems better than a competent internal engineer or a traditional systems integrator is not something the public evidence establishes. The company reports enterprise engagements and revenue, but it does not publish conversion rates, project completion rates, or buyer satisfaction data. The named customers are evidence that large organisations have engaged with the platform. They are not evidence that the platform produced a better outcome than the alternative.
The pricing model is described as a monthly fee offset if a solution is purchased, plus commission on facilitated transactions 23. This is a hybrid subscription-plus-transaction model. It aligns the company's incentive with project completion, at least in principle: if no project is purchased, the commission does not materialise. But it also creates a potential tension with the vendor-neutral positioning. If HowToRobot earns commission on facilitated transactions, it has a financial interest in transactions occurring, which is not the same as an interest in the best transaction occurring. The company's master terms 2 would presumably address conflicts of interest, but the public summary does not disclose how commission rates are set, whether they vary by supplier, or whether buyers are informed of the commission on their specific project.
The market for automation sourcing is not new. Systems integrators, trade associations, industry directories, and consultants have performed versions of this function for decades. What is new is the attempt to productise it as a software platform with AI-assisted scoping and a large, searchable supplier network. The question is whether the productisation creates enough value to justify a fee that buyers could otherwise avoid by using existing channels. The company's reported 94% gross margin 10 suggests that the marginal cost of serving an additional buyer is low, which is consistent with a software platform. It does not tell us whether buyers are willing to pay the fee repeatedly.
The addressable market is large but the penetration is unknown. The company claims 20,000+ vetted suppliers globally 167. It does not disclose how many buyers are active on the platform, how many projects have been facilitated, or what proportion of buyers return for a second project. Without those numbers, the market position is a claim rather than a demonstrated fact.
09Competitive Landscape
HowToRobot competes in a space that is not well defined as a single market. It overlaps with several distinct categories, each with different incumbents and different economics.
The first category is the traditional systems integrator. Companies like the large automation integrators (the global engineering firms, the regional integrators, the machine builders) perform the scoping, specification, and supplier selection work that HowToRobot attempts to productise. The integrator's advantage is that it has engineering expertise, it can take responsibility for the outcome, and it is often the supplier as well as the advisor. Its disadvantage, from the buyer's perspective, is that it is not vendor-neutral: an integrator recommending a solution has an interest in the solution it can deliver. HowToRobot's positioning is explicitly built on this distinction 1. The question is whether buyers value neutrality enough to pay for it separately, or whether they prefer the convenience of a single accountable party.
The second category is the industry directory and trade media. Organisations that publish supplier listings, buyer's guides, and market intelligence have long served as a discovery channel. HowToRobot's supplier network of 20,000+ is a directory at scale, but the platform's claimed differentiation is the AI-assisted scoping and RFI generation, not the directory itself 1. A directory is relatively easy to replicate; a workflow that reliably converts a vague automation need into a well-specified project is harder.
The third category is procurement software and enterprise sourcing platforms. General-purpose procurement tools handle RFPs, supplier management, and spend analytics, but they do not have automation-specific domain knowledge. HowToRobot's advantage is vertical specialisation: it understands what an automation project looks like, what information a supplier needs, and how to compare proposals that are not directly comparable. Its disadvantage is that it is a point solution in a procurement stack that buyers may prefer to keep consolidated.
The fourth category is the emerging set of AI-enabled industrial marketplaces and matching platforms. These are not well documented in the public record, but the general trend is toward platforms that use data and AI to reduce search and specification costs in industrial markets. HowToRobot is an early entrant in this category, but early entry is not a durable moat unless it accumulates data or network effects that later entrants cannot replicate.
The company's own competitive claims are not extensively documented in the public record. The dossier contains no direct competitor comparison from HowToRobot itself, and no independent analysis of its market position. The competitive assessment here is therefore editorial inference from the company's stated model and the structure of the market it addresses.
The most significant competitive risk is not a direct competitor. It is the possibility that the function HowToRobot performs is not a standalone market. If buyers treat automation sourcing as a task to be absorbed into existing procurement or engineering workflows, the platform's value proposition narrows to the supplier network and the AI scoping tool. The supplier network can be replicated by any well-funded entrant. The AI scoping tool is only as good as the data it is trained on, and the company does not disclose what that data is or how it was obtained.
The Australian deployment provides a partial answer to the competitive question. Robotics Australia Group chose to partner with HowToRobot rather than build or buy an alternative 678. That is a revealed preference, and it suggests that at least one national industry body concluded that HowToRobot's platform was the best available option for its market. It is a single data point, but it is a more informative one than a vendor's own competitive claims.
The Holman investment adds a different kind of competitive dimension. Holman is a large automotive services and fleet management company 911. Its strategic investment in HowToRobot suggests that it sees value in the platform's ability to connect buyers and suppliers, possibly in the context of fleet electrification and automation. The nature of the strategic relationship is not disclosed in detail, but a strategic investor with operational scale can provide distribution and credibility that a purely financial investor cannot. Whether that translates into a competitive advantage depends on how actively Holman promotes the platform.
The Humanoid Global investment is smaller and more advisory in nature: a US$75,000 minority equity interest and a two-year advisory agreement with no monetary compensation 1217. This is not a material capital commitment. It is better understood as a signalling and relationship-building arrangement. It does not change the competitive landscape.
On balance, HowToRobot's competitive position is best described as early and unproven. It has a plausible differentiation (vendor-neutral, AI-assisted, large network), a credible first national deployment, and named enterprise engagements. It does not have disclosed market share, disclosed retention data, or a demonstrated moat. The competitive landscape section of this report is therefore necessarily provisional.
10Geopolitical Context and Constraints
HowToRobot is a Danish-founded company with operations in Denmark, the United Kingdom, and the United States, and a newly launched deployment in Australia 1678. Its investor base includes Holman, a US company 911, and Humanoid Global, which is listed in Canada and appears to have a North American focus 1217. Its named enterprise customers are predominantly European: ZF (Germany), Nestlé (Switzerland), CZ Group (Czech Republic), Arla (Denmark), Safran (France), Adient (Ireland/US), Finsbury Food Group (UK), Lego (Denmark), Carlsberg (Denmark), Goodyear (US) 10. The geographic distribution of the business is therefore transatlantic and Commonwealth-oriented, with a strong European core.
This matters for several reasons. The first is regulatory. A platform that facilitates industrial automation procurement across multiple jurisdictions must navigate different rules on data protection, commercial agency, and cross-border transactions. The company's master terms 2 are the primary public document governing these relationships, but the dossier does not include a detailed analysis of how the platform handles jurisdictional variation. The General Data Protection Regulation (GDPR) applies to the company's European operations, and the platform's handling of buyer and supplier data would be subject to it. The dossier does not disclose how the company manages data residency or cross-border data transfers.
The second is the nature of the customer base. ZF, Safran, and CZ Group are defence-adjacent or defence-relevant manufacturers 10. Safran is a major aerospace and defence contractor; CZ Group is a firearms manufacturer; ZF supplies automotive and defence components. A platform that facilitates automation procurement for these organisations may be subject to export control, sanctions, and defence procurement regulations that do not apply to a purely commercial platform. The dossier does not disclose whether HowToRobot has any specific compliance programme for defence-related projects, or whether it screens suppliers or buyers against sanctions lists. This is an unknown, and it is a material one for a platform operating in these sectors.
The third is the broader geopolitical context of industrial automation. The period from 2024 to 2026 has seen increasing policy attention to automation, reshoring, and industrial resilience in Europe, North America, and Australia. The Australian deployment is explicitly framed as a national platform to lift Australia's automation adoption 78. That framing aligns with a policy environment in which governments and industry bodies are actively encouraging automation investment. HowToRobot benefits from this tailwind: it is positioned as a neutral infrastructure layer that helps a country or region increase its automation uptake. The risk is that the tailwind is policy-dependent. If the policy priority shifts, or if the funding for industry bodies like Robotics Australia Group changes, the platform's national deployments could be affected.
The fourth is the relationship between HowToRobot and the robot suppliers it lists. The company claims 20,000+ vetted suppliers globally 167. The dossier does not disclose how suppliers are vetted, what the vetting criteria are, or whether suppliers pay to be listed. If suppliers pay for visibility, the vendor-neutral claim is weakened. If they do not, the vetting process is a cost centre that must be justified by the platform's overall economics. The master terms 2 may address this, but the public summary does not.
The fifth is the question of data sovereignty and platform dependence. A national platform like AutomationFinder.com.au, powered by a foreign company, raises questions about where the data resides and who controls it. The dossier does not disclose the data governance arrangements for the Australian deployment. For a platform that handles sensitive information about industrial processes and capital investment plans, this is a legitimate concern for both buyers and governments.
The geopolitical constraints on HowToRobot are therefore not primarily about export controls or sanctions in the conventional sense. They are about the platform's ability to operate credibly across jurisdictions with different regulatory regimes, different data protection standards, and different expectations about the neutrality and governance of a critical piece of industrial infrastructure. The company's public disclosures do not yet address these questions in detail.
11The Hype, the Real and the Ugly
This section separates what is demonstrated from what is claimed, and identifies the areas where the public record is either misleading or silent.
The hype. The most significant hype risk in the HowToRobot story is the conflation of a sourcing platform with a robotics company. The dossier's own reconciliation notes that the extracted facts include unrelated research papers, videos, and community posts that do not describe HowToRobot itself 18192021222324252627282930313233. This is a data-quality problem in the source material, but it also reflects a broader tendency in robotics coverage to treat any company with "robot" in its name as a robotics company. HowToRobot does not build, sell, or operate robots. It is a software and marketplace business. The autonomy verdict is "unknown" not because the company's technology is opaque, but because the autonomy framework does not apply to a platform that does not perform physical tasks 1.
The second hype risk is the presentation of partnerships and engagements as evidence of commercial traction. The Q1 2026 announcement lists "enterprise projects with ZF, Nestlé, CZ Group, and proposals with Arla, Safran, Adient, Finsbury Food Group, Lego, Carlsberg, Goodyear" 10. The distinction between "projects" and "proposals" is important. A project implies an active engagement; a proposal implies a pitch that may or may not convert. The announcement does not disclose the value, duration, or status of any of these engagements. It is a list of names, not a revenue breakdown.
The third hype risk is the use of "AI" as a descriptor. The company says AI builds prioritised automation candidate lists, generates supplier-ready RFIs, and supports comparison 1. The dossier does not disclose what the AI is, how it was trained, what data it uses, or how its outputs are validated. "AI-assisted" could mean anything from a large language model generating text to a rules-based system with a machine-learning layer. Without technical disclosure, the AI claim is a marketing claim, not an engineering fact.
The real. The real achievements are more modest but more defensible. The company has built a supplier network of 20,000+ and a country-wide deployment in Australia 1678. It has raised strategic capital from Holman and Humanoid Global 9111217. It reports Q1 2026 revenue of $756.1K, 94%+ gross margin, and EBITDA of $267.1K 10. These are real numbers, reported through a public news release, and they indicate a business that is generating revenue at high margin and is close to or at profitability on an EBITDA basis. For a company founded in 2017, that is a slow burn, but it is a real business rather than a pre-revenue concept.
The Australian deployment is the most concrete evidence of product-market fit beyond the company's home markets. Robotics Australia Group is a credible industry body, and its decision to partner with HowToRobot rather than build its own platform is a meaningful endorsement 678. The deployment is described as "country-wide," which implies a level of ambition and coordination that goes beyond a simple directory listing.
The ugly. The ugly is the absence of disclosure on the metrics that would actually establish the platform's value. The company does not disclose how many buyers use the platform, how many projects are facilitated, what the conversion rate from enquiry to purchase is, what the average project value is, or what the retention rate is. It does not disclose how the commission model works in practice, whether commission rates vary by supplier, or how conflicts of interest are managed. It does not disclose how suppliers are vetted or whether they pay for placement. It does not disclose the technical basis of its AI. It does not disclose its data governance arrangements for the Australian deployment.
These are not minor omissions. They are the metrics that would allow an independent observer to assess whether HowToRobot is a genuinely useful piece of infrastructure or a well-marketed directory with an AI veneer. The company's public communications are heavy on named customers and light on operational data. That is a pattern that should be treated with scepticism.
The second ugly is the reliance on a single national deployment as evidence of scalability. The Australian platform launched on 1 September 2026 678. At the time of this report (September 2026), it is weeks old. There is no evidence yet of whether it is working: no user numbers, no project numbers, no supplier feedback. The company's framing of the launch as a milestone is understandable, but it is a launch, not a proven model.
The third ugly is the possibility that the platform's core value proposition is weaker than it appears. If the main benefit is access to a large supplier network, that network can be replicated. If the main benefit is AI-assisted scoping, that capability is not technically disclosed and may be difficult to defend. If the main benefit is vendor neutrality, that neutrality is compromised by the commission model unless it is carefully governed. The company's public materials do not resolve these questions.
Claim-vs-evidence table.
| Claim | Source | Evidence status | Assessment |
|---|---|---|---|
| 20,000+ vetted suppliers globally | 167 | Company claim, repeated in news coverage | Plausible but vetting criteria undisclosed |
| AI builds prioritised automation candidate lists | 1 | Company claim | Technical basis undisclosed |
| Q1 2026 revenue $756.1K, 94% gross margin, EBITDA $267.1K | 10 | Company announcement via GlobeNewswire | Specific and quantified; not independently audited |
| Enterprise projects with ZF, Nestlé, CZ Group | 10 | Company announcement | Named customers; project value and status undisclosed |
| Proposals with Arla, Safran, Adient, Finsbury, Lego, Carlsberg, Goodyear | 10 | Company announcement | Proposals, not projects; conversion unknown |
| First country-wide licensed deployment (Australia) | 678 | Multiple independent news sources | Verified launch; performance unknown |
| Vendor-neutral | 1 | Company claim | Tension with commission model; governance undisclosed |
| Series A funding from Holman and Humanoid Global | 9111217 | Investor announcements and trade press | Verified; amounts largely undisclosed |
12Future Scenarios
The future of HowToRobot depends on a small number of variables: whether the Australian deployment succeeds, whether the national-platform licensing model replicates, whether the enterprise engagement list converts into recurring revenue, and whether the company can defend its neutrality while earning transaction commissions. The scenarios below are editorial inferences, not predictions.
Scenario 1: The infrastructure layer (most favourable). The Australian deployment works. Robotics Australia Group renews and expands. Other national industry bodies in Europe, North America, and Asia see the model and license the platform. HowToRobot becomes the default neutral infrastructure for automation sourcing in multiple countries. Revenue shifts from one-off enterprise engagements to recurring licensing fees and transaction commissions. The company's high gross margin makes this a highly profitable model at scale. The risks in this scenario are execution and competition: a well-funded entrant could replicate the platform, and a national body could decide to build in-house. But if HowToRobot establishes itself as the standard, the network effects and data accumulation create a durable advantage.
Scenario 2: The enterprise workflow tool (moderate). The national-platform model does not replicate, but the enterprise engagements deepen. ZF, Nestlé, and other large manufacturers integrate HowToRobot into their procurement workflows for automation projects. Revenue grows steadily but not explosively. The company remains a profitable niche software business with a strong position in European industrial automation sourcing. The risk in this scenario is that the enterprise customers eventually build their own internal tools or demand deeper integration than the platform can provide.
Scenario 3: The directory with AI veneer (least favourable). The AI scoping and RFI generation prove to be less valuable than claimed. Buyers use the platform for supplier discovery but not for the full workflow. The commission model does not generate meaningful revenue because transactions are completed off-platform. The company becomes a well-known directory with a subscription fee, competing with free alternatives. Growth stalls. The high gross margin is maintained but the revenue base is small. The risk in this scenario is that the company's investors lose patience and the business is sold or wound down.
Scenario 4: The acquisition target (plausible). HowToRobot's supplier network, enterprise relationships, and national deployment model make it an attractive acquisition for a larger industrial software, procurement, or media company. Holman's strategic investment 911 could be a precursor to a fuller acquisition. A larger owner could integrate the platform into a broader industrial services offering, providing distribution and capital that HowToRobot cannot access independently. The risk in this scenario is that the vendor-neutral positioning is compromised by the acquirer's own commercial interests.
Scenario 5: The geopolitical disruption (low probability, high impact). HowToRobot's customer base includes defence-relevant manufacturers (Safran, CZ Group, ZF) 10. If export control or sanctions regulations tighten, or if a national deployment is perceived as foreign-controlled infrastructure, the platform could face restrictions in one or more markets. The company's public disclosures do not indicate that it has a compliance programme for these risks. A disruption of this kind would be difficult to mitigate after the fact.
The most likely path, in the editorial assessment of this report, is a combination of Scenarios 1 and 2: the Australian deployment succeeds modestly, the enterprise business grows, and the company establishes a durable but not dominant position in European and Commonwealth automation sourcing. The Scenario 3 risk is real but not dominant, because the company's revenue and margin numbers suggest that it is already generating value from its current model. The Scenario 4 outcome is plausible and would not necessarily be a failure. The Scenario 5 risk is the one that is least discussed and most under-managed in the public record.
13What to Watch: A Live Monitoring Checklist
The following checklist identifies the specific, observable developments that would confirm or disconfirm the analysis in this report. Each item is framed as a question with a clear evidentiary threshold.
Australian deployment performance. Does HowToRobot or Robotics Australia Group publish user numbers, project numbers, or supplier feedback for AutomationFinder.com.au? A credible disclosure would include the number of active buyers, the number of projects facilitated, and at least one named buyer willing to describe the outcome. Absence of any such disclosure six to twelve months after launch would be a negative signal.
National platform replication. Does a second national industry body license the HowToRobot platform? The most likely candidates are in Europe (where the company already has operations) or in Commonwealth markets with similar industrial profiles to Australia. A second deployment would substantially strengthen the case that the model is replicable. A prolonged absence of a second deployment would suggest that the Australian case is idiosyncratic.
Enterprise engagement conversion. Do the "proposals" with Arla, Safran, Adient, Finsbury Food Group, Lego, Carlsberg, and Goodyear convert into disclosed projects? The company's Q1 2026 announcement distinguished between projects and proposals 10. Subsequent announcements should be monitored for the conversion of proposals into named projects with disclosed scope or value.
Revenue trajectory and margin sustainability. Does the company continue to report quarterly revenue and margin figures? The Q1 2026 figures ($756.1K revenue, 94%+ gross margin, $267.1K EBITDA) 10 are a useful baseline. A decline in gross margin would suggest pricing pressure or increased cost of supplier vetting. A decline in revenue growth would suggest market saturation or competitive pressure.
Commission model disclosure. Does the company disclose how commission rates are set, whether they vary by supplier, and how buyers are informed of the commission on their specific project? The vendor-neutral claim 1 depends on the governance of the commission model. Greater transparency would strengthen the claim; continued opacity would weaken it.
AI technical disclosure. Does the company publish any technical detail about its AI scoping and RFI generation? This could take the form of a technical blog post, a conference presentation, or a patent filing. The absence of any technical disclosure would support the interpretation that "AI" is a marketing descriptor rather than a substantive capability.
Supplier vetting criteria. Does the company disclose how suppliers are vetted and whether they pay for listing or visibility? This is directly relevant to the vendor-neutral claim and to the platform's value to buyers.
Data governance for national deployments. Does the company disclose where data from the Australian deployment is stored and who controls it? This is relevant to the platform's credibility with governments and with buyers who handle sensitive industrial information.
Defence and export control compliance. Does the company disclose any compliance programme for defence-related projects, given its customer base includes Safran, CZ Group, and ZF 10? This is a material risk that is not currently addressed in the public record.
Investor activity. Do Holman or Humanoid Global increase their investment, or does a new strategic investor enter? Holman's investment 911 is described as strategic; a follow-on investment or a deeper commercial partnership would be a positive signal. Humanoid Global's investment is small and advisory 1217; an increase would be more significant.
Competitive entry. Does a well-funded competitor enter the automation sourcing platform market with a comparable supplier network and AI scoping capability? The absence of a direct competitor in the public record is notable, but it may reflect the early stage of the market rather than a durable absence of competition.
Customer retention and repeat usage. Does the company disclose any retention or repeat-usage data? This is the single most important metric for assessing whether the platform is a workflow tool or a one-time directory. Its continued absence would be the strongest negative signal in this checklist.
14Sources and Methodology
Methodology. This report was compiled from a research dossier gathered on 18 September 2026. The dossier contained 34 numbered sources across five categories: official (0), commerce (5), research (4), news (13), video (6), and community (6). The dossier's own reconciliation identified a significant data-quality issue: the research, video, and community sources do not describe HowToRobot itself. They are unrelated papers, teardowns, reviews, and forum posts that were captured by the search process but have no bearing on the company's operations. This report treats them as noise and does not use them to support any claim about HowToRobot. They are retained in the source list for transparency and because the dossier's reconciliation explicitly flags them.
The report distinguishes between four evidence categories. Verified facts are those supported by regulatory filings, official product documentation, named-customer confirmation, peer-reviewed or primary research, or multiple independent sources. Company claims are statements made by HowToRobot or its investors that have not been independently verified. Editorial inference is reasoned conclusion drawn from public evidence. Unknowns are matters not publicly disclosed. The evidence labels are applied inline where the distinction matters, and the claim-vs-evidence table in §11 summarises the key claims.
No source has been invented. Every bracketed citation refers to a URL in the supplied dossier. Where the dossier is thin, the report says so plainly rather than padding. The autonomy verdict is "unknown" because HowToRobot is a software and marketplace platform, not a task-performing robot, and the autonomy framework does not apply. The proposed classification places the company in the Industrial domain with a lifecycle status of Fully Commercial, based on reported revenue, enterprise engagements, and a launched national deployment.
Limitations. The most significant limitation is the absence of independent verification of the company's financial and operational claims. The Q1 2026 revenue, margin, and EBITDA figures 10 are company announcements distributed via GlobeNewswire. They have not been audited or independently confirmed. The enterprise engagement list 10 is a company announcement; the distinction between projects and proposals is the company's own. The supplier network size (20,000+ globally, up to 500 in Australia) 167 is a company claim repeated in news coverage, but the vetting criteria and the basis for the count are not disclosed. The Australian deployment is verified by multiple independent news sources 678, but its performance is not yet measurable.
A second limitation is the absence of technical disclosure. The report cannot assess the quality or novelty of the company's AI scoping and RFI generation because the company does not disclose how it works. The "AI" descriptor is therefore treated as a company claim, not a verified capability.
A third limitation is the absence of competitive analysis from independent sources. The competitive landscape section is editorial inference from the company's stated model and the structure of the market. It is not based on market-share data, which is not publicly available.
A fourth limitation is the data-quality issue in the dossier itself. The inclusion of unrelated research papers, videos, and community posts 18192021222324252627282930313233 indicates that the search and extraction process captured material that is not about HowToRobot. This report has excluded that material from its analysis, but the presence of such noise in the dossier is a reminder that automated research pipelines require careful validation.
Sources.
1 HowToRobot: Connecting Industrial Robot Suppliers & Buyers — https://howtorobot.com/ 2 Master Terms & Conditions — https://howtorobot.com/master-terms 3 Get quotes for your automation project — https://howtorobot.com/get-quotes 4 Build a Predictable Pipeline of Automation Projects ... — https://www.youtube.com/watch?v=eOb2w57sxfk 5 Robot price: How much does a robot solution really cost? — https://howtorobot.com/expert-insight/robot-price-how-much-does-robot-solution-really-cost 6 Humanoid Global Portfolio Company HowToRobot Powers — https://www.globenewswire.com/news-release/2026/09/17/3363674/0/en/humanoid-global-portfolio-company-howtorobot-powers-automationfinder-launched-by-robotics-australia-group.html 7 HowToRobot and Robotics Australia Group partner on platform to encourage robot adoption - The Robot Report — https://www.therobotreport.com/howtorobot-robotics-australia-group-partner-platform-encourage-robot-adoption/ 8 Robotics Australia Group, HowToRobot launch national platform to lift Australia's automation adoption - Robotics 24/7 — https://www.robotics247.com/article/robotics-australia-group-howtorobot-launch-national-platform-to-lift-australias-automation-adoption 9 Holman Announces Strategic Capital Investment in HowToRobot | Holman US — https://www.holman.com/resources/holman-announces-strategic-capital-investment-in-howtorobot/ 10 HowToRobot Announces Record Q1 Revenue, 94% Gross Margins, — https://www.globenewswire.com/news-release/2026/06/17/3313337/0/en/HowToRobot-Announces-Record-Q1-Revenue-94-Gross-Margins-and-Surge-in-Enterprise-Automation-Demand.html 11 HowToRobot announces strategic capital investment from Holman - Automation Magazine — https://www.automationmagazine.co.uk/howtorobot-announces-strategic-capital-investment-from-holman/ 12 Humanoid Global invests in HowToRobot to expand automation platform capabilities — https://roboticsandautomationnews.com/2025/11/21/humanoid-makes-strategic-investment-in-howtorobot/96824/ 13 Humanoid Global (ROBO) Portfolio Firm HowToRobot Launches AutomationFinder Australia — https://market.news/humanoid-global-robo-portfolio-firm-howtorobot-launches-automationfinder-australia 14 HowToRobot Announces Strategic Capital Investment from ... — https://howtorobot.com/expert-insight/howtorobot-announces-strategic-capital-investment-holman 15 HowToRobot Announces Record Q1 Revenue, 94% Gross ... — https://finance.yahoo.com/technology/ai/articles/howtorobot-announces-record-q1-revenue-113000799.html 16 Humanoid Global Portfolio Company HowToRobot Powers ... — https://markets.businessinsider.com/news/stocks/humanoid-global-portfolio-company-howtorobot-powers-automationfinder-launched-by-robotics-australia-group-1036552392 17 Humanoid Global invests in HowToRobot, a robotics ... — https://www.linkedin.com/posts/grishinrobotics_on-nov-4-2025-humanoid-global-holdings-activity-7391494979292016640-CQbi 18 GenHowTo: Learning to Generate Actions and State Transformations from Instructional Videos — https://arxiv.org/html/2312.07322v2 19 https://arxiv.org/pdf/2310.04900 — https://arxiv.org/pdf/2310.04900 20 ShowHowTo: Generating Scene-Conditioned Step-by-Step Visual Instructions — https://arxiv.org/html/2412.01987v2 21 [2502.19417] Hi Robot: Open-Ended Instruction Following with Hierarchical Vision-Language-Action Models — https://ar5iv.labs.arxiv.org/html/2502.19417 22 Tearing Down the Unitree Go2: A Robotics Expert's Deep Dive — https://www.youtube.com/watch?v=YjVbW6Fc11Y 23 Narwal Flow Robot Vacuum Deep Dive #teardown #gadgets - YouTube — https://www.youtube.com/shorts/JptjObatTeU 24 Codee Robot Review: The Coding Toy With ChatGPT Built In! - YouTube — https://www.youtube.com/watch?v=0q53nnkqZdw 25 NEURA Robotics humanoid4NE1 Review — I Spent a Week With a Humanoid Robot. Here's the Honest Truth! — https://www.youtube.com/watch?v=u-U8ECurzQ0 26 AstrBot Teardown: Building Agentic Chatbots #aiagents #ai #opensource - YouTube — https://www.youtube.com/shorts/LEFvSr9MLeo 27 Ep-05 | LeRobot SO-101 Arm | Motor Unboxing, Joint-1 Assembly & Python Motor Test (Step-by-Step) - YouTube — https://www.youtube.com/shorts/8G9yZABn1g8 28 Robotics industry is dead & a bad choice (for jobs) - change my mind — https://www.reddit.com/r/robotics/comments/1dq6vm5/robotics_industry_is_dead_a_bad_choice_for_jobs/ 29 Robots won't take your job. They'll bury you in work. : r/ClaudeAI — https://www.reddit.com/r/ClaudeAI/comments/1s7qs82/robots_wont_take_your_job_theyll_bury_you_in_work/ 30 What are people actually ordering through those delivery robots? — https://www.reddit.com/r/AskLosAngeles/comments/1kufq57/what_are_people_actually_ordering_through_those/ 31 r/robotics on Red