In 2012 the Swedish robotics cluster Robotdalen arranged the event Robotics Innovation Challenge. One of the key note speakers was Rodney Brooks, one of the world’s foremost roboticists. Rodney Brooks has a career as a controversial and distinguished researcher within artificial intelligence at Stanford University, Carnegie Mellon University and MIT. In 2008 he left the academic world to launch his new company Rethink Robotics (formerly Heartland Robotics), now ranked as one of the most promising start-ups in the US. A new generation of robots is developed to improve productivity in manufacturing environments and for places that has not been automated before.