Samsung Electronics announced the creation of its Robotics eXperience (RX) division on July 21 to drive growth through robotics and AI integration, with a focus on home, industrial, and healthcare applications.
Samsung Electronics unveiled its Robotics eXperience (RX) division on July 21 as a central pillar of its growth strategy. The new division, reporting directly to the chief executive, will oversee mid-to-long-term robotics strategy, core technology development, and business execution, with a mandate to expand research capabilities globally. The RX division will focus on service robots, manufacturing automation, and integrating robotic systems with smartphones, computers, and home-use platforms.
Leadership and Structural Focus
The RX division will be led by Executive Vice President Lee Dongkun, who previously led robotics strategy at Hyundai Motor Group, including the direction of Boston Dynamics. The division will also establish research hubs in the U.S., China, and Japan, aiming to tap into local technological ecosystems and expertise. During its January earnings conference call, Samsung said it aimed to achieve “tangible” results in its humanoid robotics business this year.
In April, Samsung said it would consider investment and acquisitions where necessary to accelerate development and commercialisation in robotics, while combining partnering local companies for technology development. The company also stated that advances in technology such as physical AI were making robotics businesses increasingly viable. Samsung plans to develop humanoid robots to improve both productivity and user experience, initially for deployment at manufacturing sites before expanding into home and retail sectors.
Strategic Integration and Market Goals
Samsung plans to merge AI, sensor technology, and chip expertise into robotics solutions for both consumer and industrial markets. The division will focus on service robots, manufacturing automation, and integrating robotic systems with smartphones, computers, and home-use platforms. This move aims to reduce reliance on flagship smartphones and chips while expanding into high-growth areas like home automation, healthcare, and logistics. The company emphasized that AI- and autonomy-focused developments will help accelerate the deployment of robots in home use, business processes, and production lines.
The RX division will oversee mid-to-long-term robotics strategy, core technology development, and business execution, while expanding research capabilities at home and overseas. According to leadership’s vision, the division will facilitate the unification of Samsung’s various technologies—from microchips and sensors to user interfaces—into unified solutions. Analysts expect the division to contribute to profitability growth and strengthen competitiveness in the field of innovative technologies.
Challenges and Future Outlook
Samsung’s robotics push requires sustained research investment and industry partnerships. Analysts expect the division to strengthen Samsung’s competitiveness in robotics and automation. The company plans to invest in research and development, as well as build partnerships with other industry players to rapidly develop the robotics and automation ecosystem.
Samsung continues to advance its technological capabilities and broaden its portfolio of robotics products, reinforcing its position in the global market. The division’s focus on merging AI, sensors, and chip expertise into robotics solutions aligns with the company’s goal of reducing reliance on flagship smartphones and chips.
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