Samsung Creates CEO-Led Robotics Division to Accelerate Physical AI

Samsung Electronics has launched a new robotics division called RX (Robotics eXperience), reporting directly to co-CEO TM Roh and consolidating the company's scattered robotics efforts into a single unit Source: engadget; CNBC. The move signals Samsung's serious push into physical AI and humanoid robots as a growth engine amid softer earnings in mobile and appliances Source: thenextweb.

What happened

Announced on 21 July 2026, RX is a standalone division formed outside the usual year-end reshuffle, giving robotics a stronger mandate Source: thenextweb. It will oversee mid-to-long-term strategy, core technology development, and commercial rollout. Dongkun Lee, an executive vice president who previously led robotics strategy at Hyundai Motor Group including Boston Dynamics, will head the Robotics Strategy Team Source: engadget; thenextweb. Samsung also recruited academic experts from Seoul National University and Ajou University for autonomous guidance and robotic hand dexterity Source: thenextweb.

Strategy and investment

Samsung intends to start manufacturing humanoid robots this year, initially for industrial use, then expanding to home and retail Source: engadget; thenextweb. The company plans to invest 19 trillion Korean won ($13 billion) in its Gumi site for humanoid robot production facilities . Samsung also raised its stake in to about 35% by end of 2024, making it a consolidated subsidiary . Further investment and acquisitions are expected to speed development .