Google Integrates Intrinsic Into Core Business to Lead Physical AI

Google reshaped the global smartphone ecosystem by creating Android and licensing it to manufacturers seeking an alternative to the iPhone developed by Apple. That strategy allowed Google to power a vast network of devices without manufacturing hardware itself.

Now, the company is applying a comparable approach to robotics through its software arm, Intrinsic.

Recently, Google confirmed that Intrinsic will transition from Alphabet’s experimental “Other Bets” division into Google’s primary business structure. This move reflects a stronger commitment to competing in the fast-growing robotics and physical artificial intelligence sector.

What Is Intrinsic?

Building an Operating System for Robots

Just as Android became the foundational layer for smartphones from companies like Samsung, Motorola and Xiaomi, Intrinsic aims to provide a standardized software layer for robots. Its partners include industrial robotics leaders such as FANUC, Universal Robots and KUKA — companies primarily focused on factory and industrial automation.

Rather than manufacturing robots, Intrinsic concentrates on creating the operating system and developer tools that simplify building robotic applications. The goal is to streamline development so manufacturers can focus on functionality instead of backend complexity.

On its website, Intrinsic states it is building an operating system so manufacturers “can focus more on solving the problem, and not the plumbing.” This philosophy closely resembles Android’s ecosystem, where developers rely on pre-built tools to accelerate innovation.

Expanding Access to Robotics

Intrinsic CEO Wendy Tan White has stressed the importance of accessibility in robotics development. In an earlier news agency interview, she said:

“We’re trying to make it accessible for anyone. It doesn’t matter what the hardware is and it doesn’t matter what the AI model is. We will help you put that together so you can have access to it.”

By integrating more closely within Google, Intrinsic will gain direct access to Google’s AI infrastructure, cloud capabilities and advanced machine learning models, while continuing to operate under its own brand identity and leadership.

A $370 Billion Opportunity

According to McKinsey, the global market for general-purpose robots could grow to $370 billion by 2040. As artificial intelligence moves beyond digital tools like chatbots and image generators into physical automation systems, Google sees robotics as a major growth frontier.

Competition in this space includes technology heavyweights such as Amazon and Tesla, both of which are investing aggressively in automation and robotics technologies.

Google’s Past Robotics Ventures

Google’s robotics journey has included both ambition and setbacks. In 2013, Alphabet acquired Boston Dynamics, known for its advanced legged robots, along with Schaft, a Japanese humanoid robotics company. However, after facing challenges in building a clear commercial roadmap, Google divested these businesses in 2017, selling them to SoftBank for an undisclosed amount.

The rapid rise of generative AI has since reshaped the robotics landscape, renewing Google’s interest in physical AI systems.

Gemini Robotics: Turning AI Into Action

In mid-2025, Google introduced two new models — Gemini Robotics and Gemini Robotics-ER — designed to convert generative AI intelligence into real-world robotic commands.

The company also announced collaboration with Apptronik to “build the next generation of humanoid robots with Gemini 2.0.”

Additionally, Google partnered again with Boston Dynamics to incorporate Gemini into Atlas humanoid robots designed for manufacturing tasks. Meanwhile, Google’s AI research division DeepMind strengthened its robotics expertise by hiring Boston Dynamics’ former CTO in November.

Intrinsic and DeepMind: Deeper Collaboration

Following its integration into Google’s core structure, Intrinsic will work more closely with DeepMind’s research and model development teams. This collaboration spans from AI experimentation to real-world applications in logistics and manufacturing.

Intrinsic’s technology chief Brian Gerkey highlighted the advantage of leveraging DeepMind’s foundational AI systems while incorporating robotics-specific data and enhancements.

Manufacturing as a Key Focus

Late last year, Intrinsic entered a partnership with Foxconn to introduce AI-driven robots for electronics assembly in its U.S. factories. Given that AI server production still relies heavily on manual labor and rigid automation systems, the partnership reflects increasing demand for flexible, intelligent robotics solutions.

Tan White addressed the momentum in electronics manufacturing:

“You want to push into the areas where there’s a lot of investment going into the end market. And right now, the electronics market is just going nuts, partly because of the need for more products and compute. There’s huge demand.”

A 2025 Deloitte survey of 600 manufacturing leaders revealed that 80% plan to allocate 20% or more of their improvement budgets toward smart manufacturing technologies, emphasizing foundational digital tools.

Scaling Infrastructure to Meet AI Demand

As AI usage expands rapidly, Google is investing heavily in data centers and infrastructure. CNBC reported in November that Amin Vahdat, Google’s AI infrastructure head, informed employees that the company must double its serving capacity every six months to keep up with demand.

Intrinsic’s primary product, Flowstate, is a browser-based platform that allows developers to build robotic applications without writing thousands of lines of code. The company also promotes open-source robotics tools, echoing Android’s collaborative ecosystem model.

Google CEO Sundar Pichai has publicly supported the comparison between Intrinsic and Android’s early days. Tan White recalled:

“He said this is the Android of robotics,” Tan White said. “I think he has a lot of credibility.”

Conclusion

By bringing Intrinsic into its main corporate structure, Google is signaling a long-term commitment to physical AI and robotics. With projections placing the robotics market at $370 billion by 2040 and enterprises accelerating investment in smart manufacturing, the opportunity is significant.

Through the integration of DeepMind’s AI expertise, Gemini robotics models and Intrinsic’s operating system platform, Google is attempting to replicate its Android success story in a new domain. Whether it can achieve similar ecosystem dominance in robotics remains uncertain, but the strategic direction is clear: Google intends to be a foundational force in the next generation of intelligent machines.