How Mobile Company EE Created a Robot Barber to Hook People on 5G

The brand stages complicated technical stunts to grab attention in a crowded mobile market

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When people boast about putting their neck on the line for their work, they don’t usually mean it in the literal sense. But several months ago, actor Tom Ellis found himself alone in a chair at about 2,400 feet above sea level atop Mount Snowdon—the highest mountain in Wales—with a blade to his neck.

The situation was made more precarious by the fact that the blade was held by a robotic arm that was being remotely controlled by a barber who was 250 miles away.

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