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I’ve worked at the bleeding edge of robotics innovation in the United States for almost my entire professional life. Never before have I seen another country advance so quickly. In the span of the last few years, China has overtaken the U.S. as the leader in the robotics race, especially when it comes to humanoid robots designed to mimic the human body and behavior. Earlier this year China literally raced robots against human counterparts, and they show no sign of slowing down. While AI steals the investment and media spotlight, the competition for humanoid robotics supremacy has been quietly accelerating for 50 years, and were now on the cusp of a momentous breakthrough. Mass-produced humanoid robots may reach us within the next 35 years, and the market is predicted to grow to $38B within just 10 years. China is poised to capture the lion’s share of this industry: Morgan Stanley found that 56% of robotics companies are already based there. However, this competition isnt just about market shareit’s about industrial supremacy. Fixed industrial robots now operate with productivity rates estimated to be 10 times that of humans, working almost 24/7 with virtually no errors. In this new era of free-moving humanoid robots, adaptable machines will navigate entire factory floors with equal precision and even higher productivity rates than their fixed (and human) counterparts. American companies like Boston Dynamics are building impressive prototypes but those don’t win industrial wars, production does. If the U.S. continues to lag behind in the robotics race, American businesses will face increased supply chain dependence on China and citizens could see wage stagnation and job losses to robotics leaders overseas. I witnessed the U.S. lead the world in robotic advancements. Two of my humanoid robots went into space; one called “Robonaut” now lives in the Smithsonian. Over the past decade, our momentum has slowed. To take back robotics supremacy, the U.S. must overcome four critical hurdles that could cost us this race. Why the U.S. Isnt ‘All-In’ on Humanoids Yes, Chinese robotics startups are benefiting from established supply chains, local adoption opportunities, and strong national government support, but nagging domestic problems are holding the United States back, regardless of any other countrys advancements. First, we’re battling our own cultural fears. There’s a prevailing anxiety that robots will replace human jobs, particularly in factories. While massive change in manufacturing is fast approaching, the fear of replacement is not only wrongit’s counterproductive. Humanoid robots excel at “dirty, dark, and dangerous” jobs that often lack willing human labor anyway. To overcome U.S. cultural fears around robotics, we must think of robots not as standing in our place but standing by our sides. WWII was won as much on the mechanized manufacturing floor as on the battlefield and novel machines were essential to winning the space race. When Robonaut shook hands with a fellow astronaut aboard the International Space Station, it was proof that robots can and should support human work, not compete with it. Second, were not cultivating the people behind the humanoids. The real challenge in winning the humanoid race isn’t job displacement; it’s the massive lack of skilled domestic workers to develop, operate, and maintain advanced robotics. At Texas A&M, I teach brilliant students ready to tackle real-world problems with robots. Educating the workforce about how to leverage robots will empower the next generation and dispel fear. However, across the country, preparation for careers in STEM is lacking. We need more accessible science programs, apprenticeships, and pathways into robotics now. Third, the economics still intimidate us. Developing humanoid robots involves significant upfront costs and still faces expensive technical hurdles, including improving spatial awareness and task adaptability. But here’s what the bean counters are missing: once mass production kicks in, the cost of robot labor could plummet from $10 to just $0.25 per hour in as little as 10 years. The industry will transform overnight and whichever country controls this shift owns the future of manufacturing. Focusing on the future affordability of robot labor will incentivize both the private and public sector to invest now. Fourth, our policy framework is falling behind. While the U.S. offers some incentives for research and innovation, they pale in comparison to China’s commitment. The Chinese government has poured over $20 billion into robotics and next-generation technologies, providing subsidies for startups and covering costs for equipment and talent acquisition. They’re projected to match U.S. robotics research and development levels by 2034. Meanwhile, current U.S. tax code continues to disincentivize longer-term innovation projects by forcing companies to pay more up front for R&D. As the U.S. federal government increasingly overlaps its ambitions with AI tech companies, so too must it champion the development of humanoid robots as a national security and productivity imperative. How America Can Take The Lead Again In tandem with overcoming these inherent challenges, the US. must seize two unique opportunities that offer a high return on investment and a clear path to victory. Humanoid robots can maintain our edge in advanced manufacturing. Humanoids integrated with AI and embedded into the internet of things will create smart factories that enhance precision, improve product quality, and accelerate production times. The U.S. currently leads the world in the development of smart textileshumanoid robots could accelerate production to maintain this advantage. Warehouses offer an arena for rapid humanoid adoption. The number of warehouses across the U.S. continues to expand, with Amazon recently announcing plans for dozens more across rural areas. Our vast network of warehouses is primed for humanoid robots to revolutionize its operations by automating sorting, packing, and transport alongside humans to boost efficiency and slash costs. These aren’t theoretical applications: they’re already being tested at sites like BMW’s South Carolina plant, where robotics partners are deployed for logistics and warehousing tasks. These deployments leverage our existing strengths in technology and innovation while addressing real, immediate market needs. We don’t need to wait for the perfect humanoid robotwe can start dominating these sectors today and build from there. This race not just about machines; its about maintaining U.S. leadership in technology, safety, and industrial strength. If we want the next generation of robotics to serve American interests, we must act now or be left standing on the sidelines of the next industrial revolution. During my two decades at NASA, I saw what American innovators can achieve when given a mission. We sent robots to the Moon, Mars, and into orbitnot because it was easy, but because we believed it mattered for future generations. That same spirit must drive our investment in humanoid robotics today so we can cross the finish line first tomorrow.
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E-Commerce
Aquaphor has become this summers hottest accessory. The no-frills beauty stapleonce relegated to the bottom of your bag, the glove box, or a bedside draweris now dangling from key chains and bedazzled with tiny rhinestones. Over on Etsy, you can even buy Aquaphor bag charms and custom caps. TikToks 114 million Aquaphor-tagged videos have thrust the old-school salve back into the spotlight. I dont know how many times I have to explain this to people, but there is nothing that Aquaphor will not fix, one TikTok creator explains. Do you have a scrape? Aquaphor. Do you have a burn? Aquaphor? Broken heart? Aquaphor. Severed leg? Aquaphor!!! @caffeinatedbutchill aquaphor sponsor me original sound – caffeinatedbutchill Another TikToker rubs the ointment on her eyelashes and eyebrows, smears it across her lips, dabs it on the bridge of her nose and cheekbones, and uses the excess to slick back her hair. Aquaphor = summer makeup routine, the closed-captioning on the video reads. @itz_justlola The best thing ever to exist original sound – pl8ylistt Aquaphor has leaned into the hype, frequently reposting TikToks from its legion of Gen Z fans. When my daughter Aquaphora asks how she got her name, one repost reads. Fans are setting up Aquaphor charcuterie boards and sharing Aquaphor-themed promposals. Meanwhile, the brands parent company, Beiersdorf, beat Q1 earnings expectations by $40 million. @aquaphorus watch party essentials #Aquaphor #awards The Warm Lounge – Cassiopeia How did a bathroom cabinet staple earn this kind of cultural cachet? Aquaphor hooked Extremely Online shoppers through a riff on the high-low model beloved by luxury fashion brands, Faran Krentcil recently wrote for The Business of Fashion. A tactic that combines ultra-prestigious products with a breezy, common message to assuage the guilt of the wealthy and to charm the cynicism of the working class (TL;DR: by making everyone feel seen, regardless of their bank balance). Weve heard of the “lipstick effect,” in which affordable luxuries like lip products see an uptick in sales during economic downturns. Now, lip balms are more than just cheap, everyday essentialstheyve evolved into miniature status symbols. Sales of lip treatments are up 179% year over year at Space NK. Beauty mogul Hailey Bieber sells phone cases that double as lip balm holders and recently sported a custom belly chain designed to carry her viral Rhode Peptide Lip Tint. On TikTok, there are lip balm vlogs, lip balm collection tours, and what lip balms are in my bag videos. @rachelalexandra lip balm vlog from a lip balm addict #lipbalmaddict #lipbalmcollection #lipbalm Yacht Club – MusicBox Aquaphor may have the staying power to outlive TikToks trend cycle. But as one TikTok creator asked: Do you guys ever worry about how much lip balm we are actually consuming.
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E-Commerce
Bentley has updated its emblem for just the fifth time since its founding in 1919, and without breaking hard from 106 years of branding tradition, it still manages to be the most radical redesign in company history. A Jaguar-style rebrand this is not. The British luxury automaker’s “Bentley Wings” are a chrome winged monogram showing a white B for founder Walter Owen Bentley’s last name inside a black oval. Originally designed by British automotive illustrator F. Gordon Crosby, updates were made in 1931, the 1990s, and 2002, according to the company, but the changes were small and subtle. A tweak in the angle of the wings here, changes to the decorative elements on the metallic seal there, but the form has stayed the same. The company’s latest logo redesign of its “Winged B” logo still keeps most of the basic elements in place, but it’s the sleekest, most minimalist version yet. Designed in-house by a creative team led by Bentley director of design Robin Page and based on a concept by Young Nam, a member of the company’s interior design team, the new wings have been reshaped and abstracted with the feathers turned into a radial diamond design. The B mark, which Bentley calls the emblem’s center jewel, was redesigned to be able to stand on its own as a mark without wings, and the feathers below it were removed to look cleaner. The details, like a bevelled glass edge, were inspired by luxury watch design. [Photo: Bentley] Look at Bentley’s logo evolve, and like a Transformer or Animorph book cover, it slowly changes one frame at a time from bird to machine as the wings go from soft to sharp. Bentley says its new shape was inspired by the the angled wings of a peregrine falcon, but it also looks more high tech. “The mission in designing the new emblem was to capture some of the beautiful details from the previous designs for example, the diamond pattern of the inner wings and the B centre jewel but create a more modern and progressive design,” the company said in a statement. Their attempt at a modern and progressive rebrand stands in contrast to Jaguar, which retired its jaguar logo last year for a controversial all-lowercase sans-serif logo. Rather than build off the brand’s legacy and heritage like Bentley, Jaguar started from scratch, and so far, it hasn’t paid off, as production, and thus sales, are down. Still, the rebrands for both British luxury automakers are signs of a larger shift as companies adapt for a future that’s more electric. There’s an industry-wide trend towards lighter, rounder, simpler logos. Whereas car logos once resembled the physical car badges, brands like Audi, Toyota, and Volkswagen have in recent years flattened and de-chromed their logos. For Bentley, the rebrand signals a new era. The company plans to debut its first fully electric vehicle next year and promised a new line-up of products to come. Next Tuesday, it will unveil a still-under-wraps concept car and new design studio at its headquarters in Crewe, England. Reimagining a legacy brand for the future can be challenging, but Bentley’s finished product delivers on the mission it set out to accomplish. Without jettisoning the core visual elements of it’s long-running brand, designers found a way to make heritage look modern and new.
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E-Commerce
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