Devotion works with brands on tasks such as analyzing influencers’ posts and captions to ensure they are within company guidelines; it helps brands decide which posts to share and boost; and it can provide a brand fit score indicating how well a creator aligns with the brand’s ethos. It also helps brands pay creators, which would be difficult to manage if the responsibility lay solely with humans, Kroopf said.
"Another problem with today's robots is they rapidly run out of batteries," adds Jenny Read, programme director in robot dexterity at Aria, a technology funding agency. "Electric motors are terrible at that."
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"There were engineers and managers saying it couldn't be done, all these reasons why it was too dangerous," she says.