Seoul, South Korea – July 23, 2026 – In a monumental strategic realignment, Samsung Electronics, a global technology titan, has officially inaugurated a dedicated Robotics eXperience (RX) division, signaling its aggressive entry into the burgeoning field of physical AI and advanced robotics. This ambitious new venture, consolidating all of Samsung’s existing robotics research and development efforts, will operate under the direct stewardship of CEO TM Roh, underscoring the company’s profound commitment to this transformative technological frontier. The move is poised to redefine Samsung’s future growth trajectory, positioning the conglomerate at the forefront of the impending robotics revolution. A Strategic Leap into Physical AI The establishment of the RX division represents more than just an organizational restructuring; it is a clear declaration of intent from Samsung to significantly accelerate its capabilities in robotics, an area increasingly viewed as the next major growth engine for the technology industry. With CEO TM Roh at the helm, a leader renowned for his strategic vision in mobile communications, the RX division is immediately endowed with high-level corporate backing and strategic direction. This direct oversight from the CEO’s office signifies robotics as a core pillar of Samsung’s long-term vision, alongside its established dominance in semiconductors, displays, and consumer electronics. A critical appointment to the RX leadership team is Lee Dong-geon, who joined Samsung in May and will serve as the division’s Head of Strategy. Lee brings a wealth of experience from his previous role leading the robotics strategy team at Hyundai, an organization with significant investments in robotics, including the influential Boston Dynamics. His background, particularly with Boston Dynamics, a pioneer in advanced mobile robots, offers Samsung invaluable insights into cutting-edge research, market dynamics, and the complexities of developing sophisticated robotic systems. This strategic hiring immediately injects world-class expertise and a competitive edge into Samsung’s nascent robotics enterprise. The RX division’s initial mandate is multifaceted, encompassing both industrial applications and a long-term vision for humanoid robotics. Samsung’s immediate focus will be on leveraging advanced robotics for internal industrial automation, aiming to transform its vast global manufacturing network into a showcase of efficiency and innovation. This internal application will serve as a crucial testing ground, allowing Samsung to refine its robotic technologies before offering them to external enterprises. The ultimate goal is ambitious: to convert all Samsung manufacturing facilities into fully "AI autonomous factories" by the year 2030, a move that could set a new benchmark for global industrial production. Beyond industrial automation, Samsung has also openly expressed its intention to develop and produce humanoid robots, with initial production reportedly slated to commence as early as this year, 2026. This dual-pronged approach highlights Samsung’s comprehensive strategy to conquer both the pragmatic demands of industrial efficiency and the futuristic potential of human-like interaction. This strategic pivot is not occurring in a vacuum. It aligns with a broader industry trend where major technology players are converging on "physical AI" – the integration of artificial intelligence with robotic hardware to create intelligent systems capable of interacting with the physical world. As companies like Alphabet (through Google’s robotics integration) and OpenAI (with rumored physical manifestations of its AI models) intensify their efforts in this space, Samsung’s RX division positions the company as a formidable contender in what is rapidly becoming the next technological arms race. The Genesis of RX: A Chronology of Strategic Moves Samsung’s foray into robotics, while now formalized with the RX division, is not an entirely new endeavor. The company has, for years, engaged in various research and development initiatives related to automation, smart home devices, and specialized robots, albeit often in a more fragmented manner across different internal departments. The establishment of RX represents a crystallization and centralization of these efforts, providing a unified vision and dedicated resources. Laying the Groundwork: Early Ventures and Acquisitions The groundwork for the RX division has been steadily laid over the past few years. While not always explicitly highlighted, Samsung’s internal R&D arms, such as the Samsung Advanced Institute of Technology (SAIT), have consistently explored various aspects of robotics, from advanced materials and sensors to artificial intelligence and machine learning algorithms crucial for robotic intelligence. These foundational research efforts, though perhaps lacking a cohesive commercial strategy until now, have provided a rich pool of knowledge and talent. A pivotal moment in Samsung’s accelerating robotics ambition occurred in 2024 when the company made a significant investment in Rainbow Robotics, a South Korean startup specializing in collaborative robots (cobots) and humanoid robot platforms. Samsung became the majority shareholder in Rainbow Robotics, a move that immediately granted it access to proven robotic technologies and engineering expertise. This acquisition was a clear signal of Samsung’s intent to move beyond theoretical research into practical application and commercialization, providing a ready-made platform upon which the new RX division can build. Rainbow Robotics’ experience with bipedal robots and advanced manipulation systems is particularly relevant to Samsung’s stated goal of developing humanoids. The arrival of Lee Dong-geon in May 2026, just months before the RX division’s formal announcement, further underscored Samsung’s serious intent. Lee’s background at Hyundai and his direct involvement with Boston Dynamics – a company synonymous with advanced legged robots – brought an unparalleled strategic perspective on the global robotics landscape, technological roadmaps, and the challenges of commercializing sophisticated robotic platforms. His appointment was a crucial strategic maneuver, ensuring that the new division would benefit from seasoned leadership in a highly competitive field. The Official Launch and Immediate Future The formal establishment of the Robotics eXperience (RX) division, headquartered at Samsung’s sprawling research and development center in Seoul, marks a definitive turning point. This centralized hub will serve as the nerve center for all strategic planning, core R&D, and coordination of global efforts. However, Samsung’s vision for RX extends far beyond the Korean peninsula. The company has already announced plans to establish additional robotics development centers in key international markets, including the United States, Japan, and China. This global expansion strategy is designed to tap into localized talent pools, leverage regional technological expertise, and foster innovation that is attuned to diverse market needs. The US center, for instance, could focus on advanced AI and software, while Japan might concentrate on precision engineering and human-robot interaction, and China on scalable manufacturing and industrial applications. The immediate operational focus of RX is pragmatic yet ambitious: the development and deployment of industrial robots. Samsung intends to integrate these advanced robotic systems throughout its own vast manufacturing facilities worldwide. This internal adoption serves a dual purpose: it will dramatically enhance the efficiency, precision, and safety of Samsung’s production lines, while simultaneously acting as a live, large-scale testing ground for its robotic technologies. By perfecting these systems within its own demanding operational environment, Samsung aims to validate their robustness and effectiveness before offering them as solutions to other companies. This "eat your own dog food" approach is a classic strategy for technology companies, ensuring that their products are battle-tested and commercially viable. Towards a Humanoid Future: The 2030 Vision The long-term vision articulated by Samsung for its RX division is nothing short of transformative. The company has set an aggressive target: by 2030, all its manufacturing facilities are expected to evolve into "AI autonomous factories." This concept envisions highly intelligent, self-optimizing production environments where AI-driven robots manage everything from material handling and assembly to quality control and predictive maintenance, largely independent of human intervention. Such factories promise unprecedented levels of efficiency, flexibility, and cost-effectiveness, potentially revolutionizing global supply chains and manufacturing paradigms. This internal revolution will undoubtedly serve as a powerful proof point when Samsung eventually seeks to commercialize its industrial automation solutions. Perhaps even more audacious is Samsung’s commitment to humanoid robotics. While industrial robots focus on specific tasks in controlled environments, humanoids represent a far greater challenge and a potentially far greater impact. These robots, designed to physically resemble and interact with the world in a human-like manner, hold the promise of assisting in diverse sectors, from elder care and retail to logistics and even space exploration. Reports from Korea JoongAng Daily indicate that Samsung plans to commence the production of humanoid robots as early as this year, 2026. This rapid timeline suggests that Samsung has already made significant progress in its covert robotics labs, perhaps leveraging expertise from Rainbow Robotics and other internal projects. The inclusion of experts like Kim Eui-gyeom, a professor from Ajou University specializing in robotic hands and manipulation, further highlights Samsung’s focus on one of the most complex aspects of humanoid design: dexterous interaction with the environment. Samsung’s existing Robotic Hand Labs, reportedly developing advanced, yet undisclosed, robotic hand technologies, will be crucial in realizing this humanoid ambition. Fueling the Future: Supporting Data and Market Dynamics Samsung’s intensified focus on robotics comes at a time of unprecedented growth and innovation in the global robotics market. The confluence of advancements in artificial intelligence, sensor technology, material science, and computational power has created fertile ground for rapid development and commercialization. A Burgeoning Global Robotics Market The global robotics market is experiencing exponential growth, driven by a myriad of factors. According to various market intelligence reports, the industrial robotics sector, while mature, continues to expand rapidly due to increasing automation needs in manufacturing, particularly in industries grappling with labor shortages and the demand for higher efficiency and precision. Projections suggest the industrial robotics market will exceed hundreds of billions of dollars within the next decade. Even more dynamic is the service robotics market, encompassing everything from logistics robots and surgical robots to domestic robots and public service robots. This segment is expected to see double-digit annual growth rates, fueled by aging populations, e-commerce expansion, and the increasing demand for automation in healthcare, retail, and hospitality. Humanoid robots, while still nascent, are anticipated to emerge as a significant sub-segment within service robotics, with early adoption expected in research, hazardous environments, and specialized service roles. Analysts predict that the overall robotics market, including hardware, software, and services, could reach well over a trillion dollars by the mid-2030s, making it an irresistible growth opportunity for a company like Samsung. The drivers behind this growth are compelling: persistent labor shortages in many industrialized nations, the imperative for enhanced productivity and consistency, the need for improved safety in hazardous work environments, and the increasing sophistication and affordability of robotic systems. As technology matures, robots are becoming easier to program, more adaptable, and safer to operate alongside humans, paving the way for wider adoption across diverse sectors. Leveraging Samsung’s Core Strengths Samsung is uniquely positioned to capitalize on the robotics boom, thanks to its extensive ecosystem of core technologies and manufacturing capabilities. The company’s semiconductor division, Samsung Foundry, is a world leader in producing advanced chips, which are the brains of any robotic system. From high-performance processors for AI computation to specialized memory solutions and power management ICs, Samsung has internal access to critical components that power cutting-edge robotics. This vertical integration provides a significant competitive advantage in terms of cost, supply chain security, and the ability to customize hardware for specific robotic applications. Furthermore, Samsung’s expertise in display technology can be leveraged for advanced human-robot interfaces, while its vast experience in consumer electronics manufacturing ensures scalability and quality control. The company’s deep investments in AI research, particularly through entities like SAIT, provide the software intelligence necessary for robots to perceive, reason, and act autonomously. Samsung’s global network of R&D facilities and its extensive patent portfolio across various technological domains offer a robust foundation for rapid innovation in robotics. The convergence of these internal capabilities — from hardware and software to manufacturing and design — creates a powerful synergy for the RX division. The Competitive Landscape: A New Tech Arms Race Samsung’s entry into the high-stakes robotics arena places it in direct competition with some of the most innovative and well-funded companies globally. The "physical AI" trend has ignited a new technological arms race, with major players vying for dominance. Alphabet, through Google, has been a significant player in robotics for years, most notably with its acquisition and subsequent sale of Boston Dynamics, and more recently, by integrating its robotics company Intrinsic into Google’s DeepMind. Intrinsic focuses on developing software tools to make industrial robots easier to use, aiming to unlock new applications. Google’s broader AI research efforts, particularly in areas like reinforcement learning and foundational models, are highly relevant to advanced robotics. OpenAI, the pioneer behind ChatGPT, has also been rumored to be exploring hardware manifestations of its AI, including smart speakers and potentially more complex robotic interfaces. While details remain scarce, the prospect of OpenAI’s powerful language models being integrated into physical devices could be transformative for human-robot interaction. Tesla, under Elon Musk, is aggressively pursuing the development of the "Tesla Bot" (Optimus), a general-purpose humanoid robot intended for a wide range of tasks, from manufacturing to household chores. Musk’s vision is to mass-produce these robots, potentially making them more affordable and ubiquitous. Other notable startups in the humanoid space include Figure AI, which recently secured significant investment from OpenAI, Microsoft, and Nvidia, and Agility Robotics, known for its bipedal robot Digit, which is already being piloted in logistics operations. Samsung’s RX division will need to differentiate itself in this crowded and rapidly evolving landscape. Its strategic advantages lie in its vast manufacturing scale, internal component production capabilities, and its deep understanding of consumer and industrial markets. The focus on internal automation as a proving ground is also a shrewd move, providing a controlled environment for maturation before external deployment. Talent Acquisition and Ecosystem Building The success of the RX division hinges not just on technology but also on talent. The strategic recruitment of Lee Dong-geon is a testament to this understanding. Furthermore, the addition of Kim Eui-gyeom, a distinguished professor from Ajou University specializing in robotic hands and manipulation, underscores Samsung’s commitment to tackling complex challenges in robotics. Robotic hands, capable of delicate and precise manipulation, are considered one of the most difficult areas in robotics engineering, crucial for humanoids and advanced industrial tasks. Beyond direct hires, Samsung’s strategy includes actively funding robotics startups and pursuing mergers and acquisitions. This policy, exemplified by the Rainbow Robotics majority stake in 2024, allows Samsung to quickly integrate external innovations, acquire specialized expertise, and expand its technological portfolio without having to build everything from scratch. This approach fosters a dynamic ecosystem around Samsung, positioning the company as a key investor and partner in the broader robotics industry. Official Vision and Strategic Intent While direct quotes from TM Roh and Lee Dong-geon regarding the RX division are yet to be widely publicized, the strategic decisions and leadership appointments offer clear insights into Samsung’s official vision and intent. TM Roh’s Mandate: Integrating Robotics into the Samsung Ecosystem Under CEO TM Roh’s leadership, the RX division is tasked with a mission that extends beyond mere technological development; it aims to seamlessly integrate robotics into Samsung’s overarching ecosystem of smart devices and connected experiences. Roh, known for his focus on user experience in the mobile division, is likely to steer RX towards developing robots that enhance daily life and work in meaningful ways. The "eXperience" in Robotics eXperience is critical here, suggesting a focus on human-centric design, intuitive interaction, and robots that provide tangible benefits to users, whether in an industrial setting or a home environment. His mandate will be to ensure that Samsung’s robots are not just technologically advanced but also user-friendly, reliable, and integrated into the broader SmartThings platform, creating a cohesive and intelligent environment. This aligns with Samsung’s broader strategy of creating seamless, interconnected experiences across all its product categories. Lee Dong-geon’s Strategic Blueprint As Head of Strategy, Lee Dong-geon’s blueprint for RX is expected to be pragmatic and forward-thinking. His experience at Hyundai and Boston Dynamics likely informs the industrial-first approach: prove the technology in a controlled, high-stakes environment (Samsung’s factories) before venturing into more complex, unpredictable domains. This allows for rapid iteration, robust testing, and the development of scalable solutions. The subsequent pivot to humanoids demonstrates an understanding of the long-term potential and the need to invest early in foundational technologies for future markets. Lee’s strategy will also likely emphasize global collaboration and localized innovation through the planned development centers in the US, Japan, and China, ensuring that Samsung leverages diverse perspectives and talent pools to accelerate its R&D. The "AI Autonomous Factory" by 2030: A Paradigm Shift The commitment to achieving "AI autonomous factories" by 2030 is a powerful statement of Samsung’s ambition. This initiative is not merely about replacing human labor with robots; it is about creating a fundamentally more intelligent, adaptive, and efficient manufacturing system. Such factories would be capable of self-diagnosis, predictive maintenance, dynamic production scheduling based on real-time demand, and continuous optimization through machine learning. The operational benefits are enormous: reduced downtime, lower operational costs, higher product quality and consistency, and greater flexibility to adapt to changing market demands. Strategically, this internal transformation will provide Samsung with an unparalleled competitive advantage in manufacturing efficiency and resilience, serving as a powerful demonstration of its capabilities when it eventually offers these solutions to other industries. It positions Samsung not just as a producer of robots, but as an architect of the future of manufacturing itself. Far-Reaching Implications of Samsung’s Robotics Push The establishment of Samsung’s RX division is a pivotal moment with implications that extend far beyond the company itself, touching the global technology landscape, manufacturing sectors, and even societal structures. Reshaping Samsung’s Future Growth Trajectory For Samsung, robotics represents a critical diversification strategy. As traditional markets for smartphones and TVs mature, the company is actively seeking new growth engines. Robotics, particularly with the ambitious scope envisioned for RX, offers the potential for significant new revenue streams in industrial automation, service robotics, and eventually, consumer robotics. This strategic shift could significantly reshape Samsung’s financial profile, making it less reliant on existing product categories and positioning it as a leader in a burgeoning industry. It enhances Samsung’s brand image as an innovator, attracting top talent and reinforcing its status as a forward-thinking technology giant. The ability to integrate advanced robotics into its existing product lines – from smart home devices to health tech – also creates powerful synergies, enhancing the value proposition of its entire ecosystem. Impact on the Global Robotics and Manufacturing Sectors Samsung’s aggressive entry will undoubtedly inject substantial capital, talent, and competitive pressure into the global robotics industry. This increased investment is likely to accelerate R&D across the board, driving faster innovation in areas like AI, sensor technology, motor design, and human-robot interaction. It could also lead to new industry standards and partnerships, as companies collaborate or compete more intensely. For the manufacturing sector worldwide, Samsung’s "AI autonomous factory" initiative could serve as a powerful blueprint. If successful, it will demonstrate the tangible benefits of advanced automation, inspiring other manufacturers to follow suit and potentially leading to a widespread transformation of global supply chains and factory operations. This could trigger a new wave of industrial revolution, emphasizing intelligence, efficiency, and resilience. Societal and Ethical Considerations The rise of advanced robotics, especially humanoids, brings with it profound societal and ethical considerations. The debate around automation and its impact on the job market is perennial. While robots promise to take over dangerous or repetitive tasks, concerns about job displacement, particularly in manufacturing and service industries, are legitimate. Samsung, like other robotics leaders, will face the challenge of addressing these concerns through responsible development, advocating for reskilling initiatives, and highlighting the creation of new jobs in robot design, maintenance, and oversight. Ethical frameworks for humanoid robots are also becoming increasingly important. Questions of safety, accountability, privacy, and the psychological impact of human-like machines on society need careful consideration. Samsung’s RX division will likely need to engage with ethicists, policymakers, and the public to ensure that its robotic innovations are developed and deployed responsibly, adhering to principles that prioritize human well-being and societal benefit. The future of human-robot collaboration, where robots augment human capabilities rather than replace them, will be a critical area of focus. The Dawn of Physical AI: A New Technological Frontier Ultimately, Samsung’s establishment of the Robotics eXperience division is a clear signal that the era of "physical AI" has arrived. This is a technological frontier where artificial intelligence moves beyond screens and data centers to manifest in tangible, interactive forms that reshape our physical world. By consolidating its robotics efforts under direct CEO leadership and setting audacious goals for industrial automation and humanoid development, Samsung is not just participating in this shift; it is aiming to lead it. The coming decades will witness an unprecedented integration of intelligent machines into every facet of human life, and with the RX division, Samsung has firmly positioned itself at the vanguard of this transformative journey. The implications are vast, promising a future where robots are not just tools, but intelligent partners in progress. Post navigation Samsung Unveils Galaxy Z Fold8: A New Era for Foldable Flagships
