Rebranding Sex Robots: Realbotix’s Corporate Metamorphosis

Abstract

Robots are rapidly becoming more interactive and dyadic. With advancements in artificial intelligence and robotic movements, companies are shifting their corporate messaging to highlight the social and companionship features of their robots. Realbotix’s recent rebranding exemplifies a deliberate effort to carve a new path within the humanoid robotics industry. Grounded in political economy and discourse analysis, this paper examines 86 publicity interviews and press releases from Realbotix to assess the positioning of intimacy and its associated corporate power. The findings reveal a focus on the robot’s social intelligence, framing the company as a leader in humanoid robotics and reshaping human–robot interactions.