The Spokesperson Isn’t Even Human

by Iris Liu  (translated by ChatGPT)

18 July 2025

Story brief:

In June 2025, Pepsi introduced its first humanoid robot, Lanbao, and invited David Beckham to interact with it—leveraging both technology and celebrity appeal to engage younger audiences.

Story in detailed description:

According to Pepsi’s official announcement, Lanbao is the brand’s first humanoid robot, designed in Pepsi’s iconic blue, silver, and red color palette. In its debut, Lanbao appeared alongside Beckham, engaging in on-camera interaction. Robot-brand collaborations aren’t entirely new. As early as March this year, Ambrosial partnered with Unitree Robotics in a similar marketing effort.

Since the robot group performance during the Spring Festival Gala, humanoid robots have gained popularity. While partnering with them lends a futuristic, trend-forward, and tech-savvy image, the limited real-world capabilities of such robots can make these campaigns feel gimmicky to consumers.

Implication:

As celebrity endorsements become increasingly risky and brands look for distinct ways to break through, using humanoid robots as spokespeople offers a highly controllable and forward-looking alternative. Brands can tap into the buzz surrounding robotics and use their high-tech appearance to project an image of innovation.

However, whether as spokespeople or brand IPs, humanoid robots struggle to build emotional resonance. The value of a robot spokesperson doesn’t lie in “how human it looks,” but in “whether people are willing to engage with it.”

This suggests that brands shouldn’t stop at a robot’s novelty or surface-level tech appeal. What matters more is crafting a unique persona and fostering meaningful interactions. Moving forward, brands might consider integrating AI capabilities to endow robots with humor, warmth, or companionship—creating memorable experiences that truly connect with users.