Samsung Electronics has announced the creation of a dedicated Robotics eXperience (RX) Division, a major strategic move aimed at accelerating the development and commercialization of robotics technologies as the company seeks to establish robotics as one of its future growth engines. The newly formed division will report directly to Chief Executive Officer Jun Young-hyun, underscoring Samsung’s commitment to expanding its presence in the rapidly evolving robotics and artificial intelligence sectors.
The company said the RX (Robotics eXperience) Division will be responsible for shaping Samsung’s mid- to long-term robotics strategy, overseeing core technology development, product commercialization and business execution. The division will also strengthen the company’s global research capabilities while driving innovation across both industrial and consumer robotics applications.
Leading the Robotics Strategy Team will be Executive Vice President Lee Dongkun, who previously headed robotics strategy at Hyundai Motor Group and played a key role in directing the company’s robotics initiatives, including work related to Boston Dynamics, the globally renowned robotics company acquired by Hyundai.
Samsung believes Lee’s extensive experience in robotics strategy and commercialization will help accelerate its ambitions to become a major player in the global robotics industry.
As part of its expansion strategy, Samsung also announced plans to establish robotics research hubs in the United States, China and Japan—three of the world’s leading centres for robotics innovation. By strengthening its research presence in these countries, the company aims to leverage local talent, technological ecosystems, academic collaborations and industry partnerships to enhance its global competitiveness.
The latest announcement builds upon Samsung’s broader push into robotics and artificial intelligence over the past several years. During its earnings conference call earlier this year, the company stated that it expects to deliver “tangible” progress in its humanoid robotics business during 2026, highlighting robotics as one of its key future growth areas alongside semiconductors, AI and next-generation consumer electronics.
Earlier this year, Samsung also indicated that it would actively pursue strategic investments, partnerships and acquisitions to accelerate robotics development and commercialization. The company has said it remains open to collaborating with technology firms and research institutions while investing in innovative startups that can strengthen its robotics ecosystem.
Samsung believes that rapid advances in Artificial Intelligence, particularly Physical AI, are making robotics increasingly practical and commercially viable. Physical AI combines AI software with machines capable of interacting autonomously with the physical world, enabling robots to perform complex real-world tasks with greater accuracy and adaptability.
The company plans to develop advanced humanoid robots capable of improving operational efficiency and enhancing user experiences across multiple industries. Initially, these robots are expected to be deployed in Samsung’s manufacturing facilities, where they could assist with repetitive, hazardous and precision-based tasks while improving workplace productivity and operational efficiency.
Following industrial deployment, Samsung intends to gradually expand robotics applications into homes, retail environments and service industries, where humanoid robots could assist with household chores, customer service, logistics, inventory management and other daily activities.
The establishment of the RX Division reflects the growing global competition in robotics, as technology companies increasingly view intelligent machines as the next frontier of innovation. Advances in AI, machine learning, sensors and automation have significantly accelerated the development of autonomous systems capable of operating safely alongside humans.
Industry analysts believe robotics is poised to become a multi-trillion-dollar global industry over the coming decades, with demand expected to grow across manufacturing, healthcare, logistics, retail, hospitality and smart home applications. Companies that successfully integrate AI with advanced robotics are expected to gain a significant competitive advantage in the evolving digital economy.
For Samsung Electronics, the new robotics division represents another important step in diversifying beyond its traditional strengths in semiconductors, smartphones and consumer electronics. By investing in next-generation robotics technologies and expanding its international research network, the company aims to position itself among the global leaders shaping the future of intelligent automation.
The announcement also highlights Samsung’s broader strategy of combining artificial intelligence, advanced hardware and software innovation to create integrated solutions capable of transforming industries and enhancing everyday life. As global investment in robotics continues to accelerate, Samsung’s dedicated focus on humanoid robots and AI-powered automation is expected to play an increasingly important role in its long-term growth strategy.
Disclaimer: This report has been editorially prepared using publicly available information and official company statements. Readers are advised to refer to Samsung Electronics’ official announcements for complete details.
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