Everybody in their lives has wondered at least once about a dystopian future reminiscent of Terminator, where robots overthrow humanity and conquer the planet. This is not yet the case; however, robots we see nowadays seem to have chosen a different path instead – that of becoming a social media influencer. As the telephone company Nothing introduces the design of its new smartphone model–the Phone 3a series–the internet sees the birth of the first video of an unboxing entirely performed by a robot.
Meet Phone (3a) Series. First hands-on experience with NEO Gamma.@1x_tech pic.twitter.com/U7vuinDVR7
— Nothing (@nothing) February 24, 2025
The clip was published on the X profile of the British-Chinese company on February 24, pioneering an innovative approach to unveiling its latest smartphone. After building anticipation through a series of teaser announcements, Nothing published what appears to be the first-ever robot-conducted unboxing video, entrusting the premiere hands-on experience of its newest device to distinctly non-human hands.
The protagonist of this unusual content is Neo Gamma, an advanced humanoid robot developed by 1X Technologies. The clip opens with Neo Gamma, dressed professionally in a white lab coat, offering a friendly wave to viewers. Throughout the recording, the robot performs all the elements of a classic unboxing routine: carefully opening the package, methodically showcasing the phone’s features, and even relaxing comfortably in a chair while seemingly enjoying the new device.
“Unboxing” videos emerged and gained popularity with the rise of social media platforms. These widely-viewed clips feature individuals opening newly purchased items—typically tech products or rare acquisitions—allowing viewers to vicariously participate with the excitement of a new purchase. By sharing these moments, people feel as if they are part of the shopping and are often used by influencers and content creators to share their experiences with followers.
The format quickly evolved into a marketing staple, with influencers using unboxings to connect with followers and brands leveraging them for strategic product launches, as Nothing has demonstrated with the Phone 3a.
But the robot Neo Gamma isn’t merely a marketing novelty. Designed for household applications, this latest-generation humanoid can cook and assist with various daily chores. The robot was specifically engineered to operate safely alongside humans in home environments, with a particular emphasis on security features. But apart from being the perfect housekeeper, it seems to be capable also of entering another daily activity and domestic environment, such as the one of social media.
Nothing’s Phone 3a unboxing represents the first documented instance of robot-led content creation specifically designed for social media distribution, though humans still managed the production process behind the scenes. This milestone potentially signals robots’ entry into the content creation marketplace, opening new possibilities for technological integration in digital media.
Italian influencer Mirko Zumbo, who creates popular content on Instagram and TikTok while pursuing psychology studies at Sapienza University, appears untroubled by his new cybernetic colleague. “In the world of content creation, unlike other sectors, a robot producing content doesn’t represent true competition,” he explains. “It simply adds another dimension to an already diverse landscape.”
Zumbo believes audiences would appreciate robot-only content alongside exclusively human material, without necessarily favoring one over the other. “In this field, we’re accustomed to making comparisons, but in reality, different approaches can coexist simultaneously without diminishing each other’s value.”
The social media landscape continues to evolve rapidly, with users increasingly valuing authenticity, genuineness, and emotional connection. “We don’t know if robots will eventually develop emotions in the future,” Zumbo observes. “However, we also don’t know if the human brain will instinctively distinguish between human and robotic faces as technology advances.”
For Zumbo, the most significant concern isn’t robots themselves but artificial intelligence more broadly, which he believes poses a potentially greater challenge to the content creation industry in the coming years.
If this is not the time for getting used to robots in sunglasses shooting with pump guns, it could be that of letting them enter our phones for our daily activities. May we forget to subscribe or not, the moment we are called to put a like on it seems to be around the corner.
