ISLAMABAD – Samsung Electronics has established a dedicated robotics division as the technology giant accelerates its investment in artificial intelligence-powered robots. The newly created RX (Robotics eXperience) Division will oversee Samsung’s robotics strategy, product development and commercialization as the company seeks to make robotics one of its next major growth businesses.
New RX division to lead Samsung’s robotics strategy
Samsung said the RX Division will report directly to co-Chief Executive Officer Roh Tae-moon, who also heads the company’s Device eXperience (DX) Division.
The company stated that the new organization will manage its medium- and long-term robotics strategy while expanding research capabilities in South Korea and overseas. It will also bring together robotics teams that previously operated across different business units.
Samsung believes a unified structure will accelerate product development, improve commercialization and strengthen its overall robotics roadmap.
Samsung is targetting humanoid robots
Initially, Samsung will focus on developing humanoid robots for manufacturing facilities. The company plans to expand the technology into homes and retail environments after improving its reliability and commercial readiness.
Earlier this year, Samsung told investors that it aims to achieve tangible progress in humanoid robotics during 2026. The company also indicated that it may pursue additional investments and acquisitions to accelerate robotics research and commercialization.
Former Hyundai executive to lead robotics strategy
Samsung has appointed Executive Vice President Lee Dong-kun to head the Robotics Strategy Team.Lee previously worked at Hyundai Motor Group, where he managed robotics strategy, including projects involving Boston Dynamics. Samsung is also recruiting researchers specializing in autonomous robot control and robotic hand technologies to strengthen the RX Division.
Rainbow Robotics partnership
The new division builds on Samsung’s growing investment in South Korean robotics company Rainbow Robotics. Samsung became the company’s largest shareholder after acquiring an additional 267 billion won stake. Before the transaction, Samsung already held a 14.71 percent ownership interest.
Since then, both companies have collaborated on manufacturing robots, humanoid technologies and physical AI systems.
Samsung is planning new research centres
Samsung will establish the RX Division at its Seoul Research and Development Campus. The company also plans to build a robotics data factory at its Gumi facility to collect real-world operational data for improving robot artificial intelligence and control systems.
In addition, Samsung intends to expand robotics research through new hubs in the United States, China and Japan to access global talent and emerging technologies.
Robotics becomes Samsung’s next growth engine
Samsung is expanding beyond its traditional strengths in smartphones, consumer electronics and semiconductors by making robotics a strategic business priority. The company faces growing competition from Tesla, Chinese robotics manufacturers and several US startups developing humanoid robots.
By creating a CEO-level robotics division, Samsung has signalled that robotics will play a central role in its long-term growth strategy rather than remaining an experimental business.
Key points:
- Samsung has established a new RX (Robotics eXperience) Division to lead its global robotics strategy.
- The division will report directly to co-CEO Roh Tae-moon.
- Samsung plans to prioritize humanoid robots for manufacturing before expanding into homes and retail.
- The company aims to achieve tangible progress in humanoid robotics during 2026.
- Former Hyundai Motor Group executive Lee Dong-kun will lead the Robotics Strategy Team.
- Samsung will establish a robotics data factory in Gumi and expand research hubs in the US, China and Japan.
- The initiative builds on Samsung’s investment in Rainbow Robotics and reflects its long-term AI ambitions.
