Samsung Electronics has created a dedicated robotics division that will report directly to its CEO as the South Korean company steps up efforts to develop and commercialise robotics technologies, Reuters reported. It said the robots will first be deployed at manufacturing sites before expanding into home and retail applications.
The new RX, or Robotics eXperience, division will lead the company’s long-term robotics strategy, technology development and business execution as Samsung looks to make robotics a future growth engine. The company became the largest shareholder in Rainbow Robotics in late 2024 to accelerate humanoid robot development and has since increased its focus on physical AI and industrial automation.
It also appointed Executive Vice President Lee Dongkun to lead its Robotics Strategy Team. Lee previously led robotics strategy at Hyundai Motor Group, including overseeing the direction of Boston Dynamics. Samsung said it will also establish robotics research hubs in the United States, China and Japan to strengthen its capabilities by drawing on local expertise and innovation ecosystems.
According to a company statement cited by reports, the RX division will oversee Samsung’s mid- to long-term robotics strategy while expanding research capabilities in South Korea and overseas.
The planned research hubs will support technology development in regions where robotics innovation is advancing rapidly. Samsung said the move will help improve its competitiveness through collaboration with local ecosystems.
The announcement builds on Samsung’s broader push into robotics over the past year. During its January earnings conference call, the company said it expected to achieve “tangible” results in its humanoid robotics business this year.
Samsung’s announcement also comes as companies increase investments in humanoid robots for industrial use. Last week, Hyundai Motor Group said it would acquire SoftBank’s remaining stake in Boston Dynamics, giving it full ownership of the robotics company.
In April, Samsung said it was open to investments and acquisitions to accelerate robotics development and commercialisation. It also said it would work with local companies on technology development where required.
Samsung said advances in technologies such as physical AI are making robotics businesses increasingly viable. The company plans to develop humanoid robots to improve productivity and user experience.
The announcement reflects the growing convergence of AI and robotics, with companies increasingly combining foundation models and physical AI to develop humanoid robots. Samsung has said advances in physical AI are making robotics commercially viable.
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