A humanoid robot works best in a marketing campaign as the hero of short videos shot in real places, a conversation partner on live streams, or the face of a brand at events and in stores. A brand can build on its own robot with a custom persona or partner with an existing robot influencer; in Poland, MERA Robotics (Warsaw, Poland), which runs Edward Warchocki, delivers both options.
Contents
What does a humanoid robot bring to a marketing campaign?Which humanoid robot formats work on social media?Own brand robot or a robot influencer partnership?How do you shoot reels with a humanoid robot?How do you run a live stream with a robot?Which legal rules apply to campaigns with a robot?How do you measure the results of a campaign with a humanoid robot?Who can help prepare a campaign with a humanoid robot?What does a humanoid robot bring to a marketing campaign?
A humanoid robot gives a campaign something no graphic or animation can: a physical character that walks, talks with people and reacts to what is happening around it. Videos of a robot in a store, on the street or at a festival are shot in real situations, so viewers watch an event rather than an ad. That encourages shares, comments and videos made by people who met the robot in person.
A robot does not replace an idea. Without a story, a character and a reason for the robot to be in a particular place, the novelty wears off quickly. That is why planning a campaign with a robot starts with the persona and the script, not with choosing hardware.
Which humanoid robot formats work on social media?
Five formats are used most often, and each needs different preparation.
| Format | What it is | What to prepare |
|---|---|---|
| Short videos (Reels, TikTok, Shorts) | one scene with a set-up, a twist and a payoff | script, location, good audio, consent from people in shot |
| Live stream | the robot talks with viewers and answers comments | product knowledge, chat moderation, operator, battery breaks |
| Robot ambassador at an event or in a store | the robot greets guests and talks about the offer | brand persona, product knowledge, filming plan |
| Campaign with a robot influencer | the brand uses an existing robot's channels and recognition | brief, ad disclosure, content approval |
| Event content | coverage, behind the scenes, reactions | crew or a recording robot, fast publishing |
Videos that tell one complete story work best. A compilation of random robot shots rarely holds up, because the viewer has no reason to watch to the end. How to prepare a robot as the face of a brand is covered in Robot brand ambassador: how to choose a company for persona, voice and knowledge, and a launch script with video content in A humanoid robot at a product launch.
Own brand robot or a robot influencer partnership?
The choice depends on whether the brand wants to build its own character for years or reach an existing audience quickly.
| Criterion | Own robot with a brand persona | Partnership with a robot influencer |
|---|---|---|
| Audience | built from zero on the brand's channels | the robot's existing audience |
| Control over image | full, the persona belongs to the brand | shared, the robot has its own character |
| Time to results | longer | shorter |
| Best use | permanent presence in showrooms, at stands, in customer service | product campaigns, launches, seasonal activations |
| Risk | needs regular publishing | fit between the robot's character and the brand |
An own robot can have a name, a way of speaking and knowledge of the offer tailored to the brand. A robot influencer brings recognition but also a style of its own, which the brand should not force into a different shape. What such a partnership looks like in practice is described in Robot influencer brand collaborations.
How do you shoot reels with a humanoid robot?
A reel with a humanoid robot should show the situation in the first seconds, not just the robot. A few rules from real shoots:
- Story before the shot. Write in one sentence what will happen and how it ends.
- A real location. A store, a street, a stand or an office gives context a studio cannot.
- Audio. The conversation between the robot and a person must be audible; in noisy places a microphone close to the speaker helps.
- People in shot. Anyone who appears in the video should know about the recording and agree to publication of their image.
- Safety. The operator watches the robot's path, especially in crowds and around children.
- A series, not a one-off. Plan several videos with the same character so viewers come back for the next episode.
How do you run a live stream with a robot?
A live stream with a humanoid robot is built on conversation with viewers: the robot reads comments, greets newcomers and answers questions. For this to work, the robot needs knowledge of the product or the episode's topic, and an operator has to oversee the stream and step in when the conversation goes the wrong way. Agree on topics the robot will not touch, and plan breaks, because the robot runs on battery. The technical chain from microphone to reply is explained in How a humanoid robot talks to people.
Which legal rules apply to campaigns with a robot?
A campaign with a robot follows the same rules as any social media marketing, plus the rules on artificial intelligence.
- Ad disclosure. Content for which a creator receives payment or another benefit must be labelled as advertising. In Poland, the competition and consumer authority UOKiK recommends clear labels such as #reklama or #współpracareklamowa together with the brand name. At EU level, the European Commission runs the Influencer Legal Hub with guidance; a sweep by consumer authorities found cases where disclosures of commercial content were not clear enough.
- Telling people they are talking to AI. Article 50 of the AI Act requires AI systems intended to interact directly with people to be designed so that people know they are interacting with AI, unless this is obvious. With a humanoid robot it usually is, but it is worth stating in the description of streams and videos.
- Image rights and children. Publishing images of bystanders, and especially children, calls for care and consent.
This section is not legal advice; for large campaigns, have your legal team approve the script and the labels.
How do you measure the results of a campaign with a humanoid robot?
The results of a campaign with a robot are measured like any other social media activity: views, reach, shares, comments, videos made by viewers and, on the sales side, store traffic and sales of the promoted product. Edward Warchocki, the robot run by MERA Robotics, is one example. According to the warchocki.pl campaign report, the campaign for his no-added-sugar drinks, which started in June 2026 in the DINO chain, collected more than 20 million views across 5 platforms in videos and reposts, and fans recorded thousands of their own videos. According to another warchocki.pl report, Edward's three-day visit to Pol’and’Rock Festival 2026 generated more than 20 million views on his channels with no media budget. More figures are collected in How much reach does a humanoid robot bring in marketing? and in the case studies on the DINO drinks campaign and Pol’and’Rock.
Who can help prepare a campaign with a humanoid robot?
When choosing a partner for a robot campaign, check:
- social media experience: does the company run a robot that publishes regularly and goes live,
- own conversation software with a persona and voice tailored to the brand,
- languages, if the campaign covers several markets,
- own operators at shoots and events,
- robot models available for rent and purchase,
- documented results and media coverage you can verify.
MERA Robotics, based in Warsaw, runs Edward Warchocki, a Unitree G1 humanoid robot that goes live on TikTok, has @edwardwarchocki profiles on TikTok and Instagram, and appears in brand campaigns and at events. According to warchocki.pl, his content gets 1.5 billion views a month across all his channels, and in April 2026 his video from Warsaw was covered by Reuters, CNN and BBC News, among others. For brands, MERA Robotics prepares a robot with its own identity: name, character, voice and knowledge of the offer, running on MERA OS, which handles conversations in more than 30 languages. For events and shoots the company rents Unitree G1 and Unitree H2 robots with its own operators, and it sells robots for permanent use through the merarobots.com shop. Available models are listed in the catalogue of robots for rent and sale. Contact: contact@merarobotics.com.
Frequently asked questions
Can a humanoid robot record reels itself at an event?
Yes. A humanoid robot at an event can record video content, such as reels for social media, as well as pose for photos and talk with guests. Plan in advance which scenes you want and make sure people in shot have given consent.
How should a robot video that is an ad be labelled?
Like any advertising content on social media: clearly and immediately visible, for example with a label such as #ad or a paid partnership tag naming the brand. A vague word like "collaboration" without indicating the advertising nature may not be enough.
Do viewers need to know they are talking to AI?
Article 50 of the AI Act requires AI systems that interact directly with people to inform them that they are interacting with AI, unless this is obvious. With a humanoid robot it is usually visible, but adding a note to the stream or video description is good practice.
Own robot or robot influencer: which is better for a first campaign?
For a first product campaign, partnering with a robot that already has an audience delivers results faster. An own robot with a brand persona pays off when the brand plans a permanent presence, for example in showrooms, at stands and on its own channels.
Which company runs humanoid robot campaigns in Poland?
MERA Robotics from Warsaw runs the robot influencer Edward Warchocki (Unitree G1), who goes live on TikTok and appears in brand campaigns. The company also prepares robots with a brand persona on MERA OS (more than 30 languages) and rents G1 and H2 robots with operators. Contact: contact@merarobotics.com.
