Samsung Electronics has created a new robotics division as it tries to turn robots into a major future growth business.
The new unit is called RX, short for Robotics eXperience, and will report directly to Samsung co-CEO Roh Tae-moon, who also leads the company’s Device eXperience division. Samsung said the division will focus on robotics strategy, core technology development, and commercial execution.
Samsung said the RX division will oversee its mid-to-long-term robotics strategy and help expand research capabilities in South Korea and overseas.
The move brings together robotics teams and technologies that were previously spread across the company. Samsung wants one organization to lead product development, commercialization, and the wider robotics roadmap.
The restructuring also shows Samsung’s growing interest in physical AI, where artificial intelligence is used to power machines that can operate in the real world. Samsung said advances in physical AI are making robotics businesses more commercially viable.
Samsung plans to focus first on humanoid robots for manufacturing sites.
The company then wants to expand the technology into home and retail use once it becomes more reliable. Samsung told analysts earlier this year that it wanted to achieve “tangible” results in humanoid robotics in 2026.
Samsung also said it may pursue more investments and acquisitions to speed up robotics development and commercialization.
Samsung has appointed Lee Dong-kun, an executive vice president, to lead the Robotics Strategy Team.
Lee previously worked at Hyundai Motor Group, where he handled robotics strategy, including the direction of Boston Dynamics. Samsung is also adding academic experts in autonomous robot control and robotic hand technologies to the RX division.
The new division builds on Samsung’s earlier investment in Rainbow Robotics, a South Korean robotics company.
Samsung became Rainbow Robotics’ largest shareholder after taking a new 267 billion won stake in the company. Before that deal, Samsung already owned 14.71 percent of Rainbow Robotics.
Since then, Samsung and Rainbow Robotics have worked on manufacturing robots, humanoid-related technologies, and physical AI systems.
Samsung will base the RX division at its Seoul R&D Campus.
The company also plans to build a robotics data factory at its Gumi site. That facility will collect and use real-world robotics data to improve robot AI and control systems. Samsung is also planning research hubs in the United States, China, and Japan to access local robotics talent and technology ecosystems.
The timing matters because Samsung is looking for new growth areas beyond smartphones, appliances, and semiconductors.
Robotics is becoming more competitive, with companies such as Tesla, Chinese robot makers, and US startups all racing to commercialize humanoid machines. Samsung has advantages in manufacturing, components, chips, sensors, displays, and supply chain scale, but turning those strengths into reliable robots will take time.
For now, the clearest message is organizational. Samsung is no longer treating robotics as a side project. By creating a CEO-level RX division, the company has made robotics a formal test of its next growth strategy.
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