Neng Nana
In a decisive move that signals a fundamental shift in its long-term growth strategy, Samsung Electronics has officially established a dedicated robotics division, dubbed "Robotics eXperience" (RX). This new unit marks the tech giant’s transition from a consumer electronics powerhouse into a major contender in the rapidly evolving field of physical artificial intelligence. By centralizing its fragmented robotics research under a singular, high-level banner, Samsung is signaling to both investors and competitors that it intends to be a dominant force in the future of human-robot interaction and automated manufacturing.
The strategic oversight of this new division will be managed by Dongkun Lee, an industry veteran who previously spearheaded robotics initiatives at Hyundai Motor Group. Lee’s appointment is particularly significant, as he played a pivotal role in Hyundai’s acquisition and integration of Boston Dynamics, the world-renowned robotics firm. Under the direct supervision of Samsung CEO TM Roh, the RX division is tasked with moving the company’s robotics aspirations from experimental R&D labs to large-scale, commercial production.
The Genesis of RX: Core Facts and Leadership
The formalization of the RX division is not merely an internal reorganization; it is a declaration of intent. For years, Samsung has experimented with various robotic platforms, from household assistance bots to wearable exoskeletons. However, these projects often operated in silos. The RX division serves as the central nervous system for all future robotic endeavors, ensuring that hardware, software, and AI integration are developed in lockstep.
Dongkun Lee, who joined Samsung in May as an Executive Vice President, brings a wealth of experience in navigating the complex regulatory and technological landscape of robotics. His tenure at Hyundai provided him with the blueprint for how a traditional industrial giant can pivot toward robotics—a playbook he is now applying to Samsung. By placing CEO TM Roh at the helm of the division’s governance, Samsung has ensured that robotics will have a seat at the highest table of corporate decision-making, signaling that the company views physical AI as a pillar of its future revenue stream.
A Chronology of Samsung’s Robotics Ambitions
Samsung’s journey toward the RX division has been a calculated evolution. While the company has long been associated with smartphones, semiconductors, and home appliances, its internal focus on robotics has accelerated significantly over the past half-decade.
- Early Explorations (2018–2021): Samsung began showcasing prototype service robots at global tech events like CES, focusing on healthcare assistants and retail automation. During this period, the company invested in various robotics startups, testing the waters of the market.
- The Pivot (2022–2023): As the global labor shortage intensified and the cost of AI compute dropped, Samsung began to consolidate its research. Reports emerged regarding the development of humanoid platforms, moving beyond simple wheeled robots.
- Strategic Hires and Financial Commitment (2024–Early 2026): Samsung initiated a massive capital expenditure program, earmarking approximately 19 trillion Korean won (roughly $13 billion) for the development of manufacturing facilities in Gumi, Korea, specifically designed for humanoid production.
- The Formation of RX (July 2026): The formal launch of the RX division serves as the culmination of these years of foundational work, establishing a dedicated entity to manage both the R&D and the supply chain requirements for mass-market robots.
Global Strategy: Tapping into Worldwide Expertise
While the heart of the RX division will beat in Seoul, South Korea, Samsung recognizes that robotics is a global discipline requiring diverse skill sets. According to reports, the company is already in the early stages of planning a network of research hubs across the United States, China, and Japan.
This international approach is essential for two reasons. First, it allows Samsung to hire top-tier engineering talent in regions where robotics innovation is concentrated. Second, it provides the company with proximity to key markets, allowing for the localization of robots to meet specific cultural and industrial needs. By tapping into the expertise of local research clusters, Samsung aims to bypass the "silo effect" that often stifles innovation in multinational corporations, creating a truly global innovation ecosystem for physical AI.
The Competitive Landscape: The Rise of Physical AI
Samsung’s entry into the robotics market occurs at a moment of intense industry competition. The race to develop "physical AI"—or robots that can perceive, learn from, and interact with the physical world in real-time—has become the new space race for the world’s largest technology companies.
The Hyundai-Boston Dynamics Connection
Hyundai’s acquisition of Boston Dynamics served as a wake-up call for the entire automotive and electronics industry. By successfully integrating Boston Dynamics’ advanced locomotion technology with its own manufacturing capabilities, Hyundai proved that traditional hardware giants could successfully dominate the robotics space. Samsung’s recruitment of Dongkun Lee is a clear acknowledgment of the success of the Hyundai model, and it suggests that Samsung intends to mimic that high-velocity approach to innovation.
The Alphabet-Google Integration
In early 2026, the robotics landscape shifted again when Alphabet folded its specialized robotics research division back into Google proper. This move signaled a shift toward integrating large language models (LLMs) into robotic hardware. Samsung, with its deep expertise in display technology and semiconductor chips, is uniquely positioned to provide the "brains" and "eyes" for these systems, potentially positioning itself as a supplier of choice for the entire robotics industry.
The OpenAI Influence
Perhaps the most disruptive force in this sector is OpenAI. By moving beyond text-based AI and into the development of physical devices—including human-like hardware interfaces—OpenAI has forced hardware manufacturers to rethink the user interface of the future. The belief that the next generation of computing won’t be a screen, but an autonomous agent, has pushed Samsung to accelerate its timeline for humanoid robot manufacturing.
Financial Implications and Industrial Strategy
The sheer scale of the $13 billion investment into the Gumi facility indicates that Samsung is not merely building toys; they are preparing for a massive shift in the industrial labor market.
Manufacturing for the Future
The Gumi plant is expected to function as a "factory of the future," where humanoids are not only built but also utilized in the assembly of other electronic components. By automating its own supply chain with its own robotic creations, Samsung aims to achieve a level of manufacturing efficiency that competitors will struggle to match.
The Humanoid Market Potential
Industry analysts suggest that the market for humanoid robots will reach a critical inflection point within the next decade. As aging populations in Korea, Japan, and the West create severe labor shortages in the service and manufacturing sectors, the demand for machines that can navigate human environments and perform complex, dexterous tasks will skyrocket. Samsung’s early investment in the "RX" division positions it to capture a significant share of this nascent but rapidly growing sector.
Official Stance and Future Outlook
While Samsung has been relatively guarded about the specific technical specifications of its upcoming humanoid models, the message from the leadership is clear: this is a long-term play. CEO TM Roh has emphasized that the robotics unit is a "key part of our growth strategy."
For the average consumer, this means that the Samsung devices of the 2030s may look very different from the smartphones of today. We are likely to see a transition where the "Galaxy" ecosystem expands from mobile devices into the physical space of the home and the workplace.
As Samsung continues to refine its robotics strategy, the tech world will be watching to see how the RX division navigates the challenges of safety, ethics, and human-robot collaboration. The success of the division will depend not just on the company’s ability to build advanced machines, but on its ability to integrate them into a society that is still learning how to live and work alongside autonomous, intelligent agents.
Conclusion
The establishment of the Robotics eXperience (RX) division marks a watershed moment for Samsung Electronics. By leveraging its deep technological roots in semiconductors and consumer electronics, and by recruiting top-tier leadership from the automotive-robotics sector, Samsung has signaled that the future of the company lies in the physical world. As they move forward with their multibillion-dollar investment in humanoid production, the world will be watching to see if Samsung can replicate its success in the smartphone market within the complex, high-stakes arena of robotics. One thing is certain: the era of physical AI has arrived, and Samsung is determined to lead the charge.
Evan Lee Salim
Asep Darmawan
