Google brings Intrinsic into its core business to advance robotics push

Alphabet’s robotics venture Intrinsic is being integrated into Google, marking a significant shift in the technology giant’s approach to physical artificial intelligence in manufacturing.

Founded in 2021 as part of Alphabet’s experimental “Other Bets” division, Intrinsic was established to develop software that simplifies the use of industrial robots. The company has focused on lowering the cost and complexity of robotics through advanced software tools and adaptive intelligence systems.

With the move, Intrinsic will operate as a distinct group within Google rather than as a standalone Alphabet subsidiary. The change reflects Google’s growing ambition to strengthen its robotics presence by aligning hardware, artificial intelligence and cloud computing more closely under one organisation.

A strategic shift towards physical AI

Intrinsic was created during a period when Alphabet was investing heavily in ambitious, long-term technology projects. Like Waymo, which focuses on autonomous driving, Intrinsic was considered a high-risk venture with the potential for substantial rewards.

By bringing Intrinsic directly into Google, the company is signalling that robotics is no longer a peripheral experiment but part of its core strategy. The team will work closely with Google DeepMind and leverage Google’s Gemini AI models and Google Cloud infrastructure to expand its capabilities.

This integration is expected to accelerate the development of “physical AI” systems – intelligent machines capable of operating effectively in real-world industrial settings. By combining Intrinsic’s robotics software with Google’s advanced machine learning models, the company aims to enhance how robots interpret and respond to complex environments.

Google’s leadership has increasingly highlighted the importance of embedding AI not only in digital services but also in physical systems. Manufacturing, logistics and other industrial sectors are seen as major opportunities for applying adaptive AI technologies.

Building a universal robotics platform

At the heart of Intrinsic’s strategy is its ambition to create what it describes as “the Android of robotics”. The idea is to offer a common software layer that allows developers to build applications that work across different robot brands, sensors and camera systems.

Currently, robotics platforms are often fragmented, with software tailored to specific hardware. Intrinsic’s approach aims to simplify development by providing a shared framework that allows applications to be created once and deployed across multiple machines.

The company’s platform acts as a universal canvas for robotics developers. It supports various robotic arms, vision systems, and environmental sensors, enabling engineers to design solutions without having to rebuild software for each setup.

This model mirrors Android’s success in the smartphone market, where a unified operating system helped accelerate innovation and scale. Meta has also shown interest in pursuing a comparable robotics strategy, highlighting the competitive landscape emerging around physical AI ecosystems.

By operating within Google, Intrinsic can tap into existing tools, including Gemini-based AI systems developed by Google DeepMind. These models are designed to handle reasoning, perception and decision-making tasks, which are essential for robots operating in dynamic environments.

Expanding Google’s robotics ambitions

Google’s renewed focus on robotics comes after earlier attempts in the sector. The company previously acquired Boston Dynamics, known for its advanced legged robots, but later sold the business in 2017 as it reassessed its strategy.

Since then, much of Google’s robotics work has centred on research and AI development rather than commercial hardware. Google DeepMind has developed robotics models based on Gemini that can guide machines in performing physical tasks, laying the groundwork for more capable and adaptable robots.

Intrinsic’s technology is intended to complement this research by translating AI breakthroughs into practical tools for manufacturers. The company is working on systems that allow robots to “perceive, reason and react to changes in processes and their environment”. This capability is considered critical for enabling robots to operate safely and efficiently alongside human workers.

In manufacturing environments, variability is common. Parts may be slightly misaligned, lighting conditions can shift, and materials may behave unpredictably. Traditional industrial robots often struggle with such changes, requiring precise programming and controlled conditions. Adaptive AI aims to overcome these limitations by allowing machines to adjust in real time.

The integration also underscores Google’s broader ambition to link AI software with cloud services. By leveraging Google Cloud, Intrinsic can provide scalable computing and data processing to industrial clients, potentially lowering adoption barriers.

As the robotics industry evolves, competition is expected to intensify among technology giants seeking to define the standards and platforms that underpin physical AI. By bringing Intrinsic into its main operations, Google appears determined to play a leading role in shaping how intelligent machines are developed and deployed across global manufacturing sectors.