Samsung Electronics is significantly expanding its robotics ambitions by creating a dedicated robotics division that will report directly to the company’s CEO, marking a major step in its strategy to become a leading force in the rapidly evolving humanoid robotics market.
The newly formed RX (Robotics eXperience) Division will spearhead Samsung’s global robotics vision, overseeing technology development, business execution, and commercialization efforts. The move highlights the company’s growing commitment to robotics as a future growth engine, driven by advancements in artificial intelligence, automation, and physical AI.
A Strategic Push Into Humanoid Robotics
Samsung plans to initially deploy humanoid robots across its manufacturing facilities to improve efficiency, automation, and productivity. Over time, the company intends to expand robotic applications into homes and retail environments, where intelligent machines could assist with everyday tasks and enhance customer experiences.
The formation of the RX Division reflects Samsung’s belief that robotics will play a central role in the next wave of technological transformation. As AI systems become more capable of interacting with the physical world, humanoid robots are increasingly viewed as a practical solution for industries facing labor shortages, operational challenges, and rising productivity demands.
Leadership With Deep Robotics Expertise
To strengthen its robotics capabilities, Samsung has appointed Executive Vice President Lee Dongkun to lead the Robotics Strategy Team. Lee brings extensive industry experience, having previously overseen robotics strategy at Hyundai Motor Group, including initiatives connected to renowned robotics company Boston Dynamics.
His appointment signals Samsung’s intent to accelerate innovation and build a competitive position in the global robotics landscape.
Global Research Hubs to Drive Innovation
As part of its expansion plans, Samsung will establish dedicated robotics research hubs in the United States, China, and Japan. These centers will work alongside Samsung’s South Korean operations to tap into regional expertise, advanced research ecosystems, and emerging technological breakthroughs.
By collaborating with local innovation networks, Samsung aims to strengthen its robotics research capabilities and speed up the development of next-generation robotic systems.
The company believes that combining global talent with localized innovation will enhance its competitiveness in a sector that is rapidly becoming one of the most strategic areas of technology investment.
Building on Recent Robotics Investments
Samsung’s latest move builds upon a series of robotics-focused initiatives launched over the past year. In late 2024, the company became the largest shareholder of Rainbow Robotics, a move designed to accelerate the development of advanced humanoid robots.
Earlier this year, Samsung also indicated that it expects to achieve meaningful progress in its humanoid robotics business, reinforcing its confidence in the sector’s commercial potential.
The company has further signaled its willingness to pursue investments, partnerships, and acquisitions to strengthen its robotics portfolio and bring innovative products to market more quickly.
The Growing AI-Robotics Convergence
Samsung’s expansion comes amid increasing global interest in humanoid robots, as technology companies race to combine advanced AI models with physical machines capable of operating in real-world environments.
Industry leaders are investing heavily in what many see as the next frontier of automation—robots that can understand, learn, and perform tasks with human-like adaptability. Samsung believes that advances in physical AI are making robotics more commercially viable than ever before.
With the launch of the RX Division and its growing international research network, Samsung is positioning itself at the intersection of artificial intelligence and robotics, aiming to play a defining role in shaping the future of intelligent automation.
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