Samsung Electronics creates CEO-led robotics division to accelerate physical AI ambitions

Samsung Electronics Consolidates Robotics Capabilities Under New Division

Samsung Electronics announced the creation of RX, or Robotics eXperience, a dedicated robotics division that will report directly to CEO TM Roh1

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. The newly formed CEO-led robotics division consolidates Samsung's robotics capabilities and is designed to drive a mid- to long-term strategy spanning core tech development through commercialization1

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. Samsung Electronics shares jumped 6.76% following the announcement, while the benchmark Kospi index rose approximately 4%1

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. The structural reorganization, announced on July 21 outside the company's usual year-end reshuffle, signals how central physical AI has become to Samsung's growth strategy3

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Strategic Leadership and Investment in Humanoid Robot Manufacturing

The robotics division will be headed by Dongkun Lee, an Executive Vice President who joined Samsung in May after leading robotics strategy at Hyundai Motor Group, including oversight of Boston Dynamics2

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. Samsung has also recruited academic experts including Kim Hyoun-jin of Seoul National University, who specializes in autonomous robot guidance and control, and Kim Ui-kyum of Ajou University, an expert in dexterous robotic hands3

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. TM Roh previously announced that Samsung Electronics plans to invest 19 trillion Korean won ($13 billion) to develop humanoid robot manufacturing facilities at its Gumi site, in partnership with Samsung SDS2

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. This investment is part of a broader 60 trillion won ($40.7 billion) commitment to the Yeongnam region1

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Rainbow Robotics Acquisition Strengthens Foundation

The division builds on Samsung's late 2024 decision to raise its stake in Rainbow Robotics to become the largest shareholder with approximately 35% ownership1

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. Samsung first acquired a 14.7% stake for around 86.8 billion won, then exercised a call option worth roughly 267 billion won to increase its holding, turning Rainbow Robotics into a consolidated subsidiary3

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. The Korean maker of collaborative and humanoid robots brings expertise in dual-arm manipulators and autonomous mobile robots that Samsung intends to combine with its software, AI capabilities, and global sales reach3

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Global Research Network and Competition in Physical AI

While RX will be based at Samsung's Seoul research campus, the company plans to establish research hubs in the United States, China, and Japan to access local talent and technology ecosystems2

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. According to the Korea Herald, a dedicated data factory is planned at the Gumi complex to train robots on real-world industrial data. The move positions Samsung in an increasingly crowded field of next-generation AI-driven robotics, where competitors include Tesla, Chinese startups, and OpenAI, which is developing physical manifestations of ChatGPT2

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. Hyundai recently purchased the remaining stake in Boston Dynamics for similar physical AI ambitions, while Alphabet folded a robotics company into Google in February2

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Manufacturing First, Then Consumer Applications

Samsung intends to start manufacturing humanoid robots sometime this year, with an initial focus on industrial applications before expanding into home and retail settings once the technology proves reliable2

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. The company told analysts in January it wanted tangible results in humanoid robotics this year, pointing to AI advances that are making the machines commercially plausible3

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. Samsung has indicated it will pursue additional investment and acquisitions where necessary to accelerate development and commercialization3

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. The company's advantages include its balance sheet, manufacturing footprint, and a supply chain that already produces the chips, sensors, and displays a humanoid needs3

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. By creating a standalone division with a direct line to the chief executive, Samsung has removed competing internal priorities and made the unit's success a test of its wider growth strategy as it seeks to offset softer earnings in mobile and home appliance businesses3

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