Samsung Electronics Launches Dedicated Robotics Unit to Accelerate Humanoid Robot Strategy

Samsung Electronics has established a dedicated robotics organization to accelerate its humanoid robot strategy, creating the RX (Robotics eXperience) Business Promotion Office as a company-wide unit focused on robotics innovation and commercialization.

The new organization will operate under Samsung's Device Experience division and report directly to Chief Executive Roh Tae-moon. The unit will oversee long-term robotics strategy, core technology development and business expansion, representing a major step in Samsung's efforts to position robotics as a future growth pillar.

The RX organization will consolidate Samsung's robotics teams under a unified structure, based at the company's Seoul R&D Campus with expanded research and testing facilities. In Gumi, Samsung plans to build a dedicated data factory to strengthen robotics data collection, AI training and autonomous system development, enabling faster deployment of robots in manufacturing environments.

Samsung also plans to establish robotics research hubs in the United States, China and Japan to tap into local ecosystems and recruit top engineering talent as global competition intensifies. Lee Dong-geon, a Samsung vice president with previous robotics strategy experience at Boston Dynamics under Hyundai Motor Group, will lead the company's Robotics Strategy Team.

A Samsung Electronics official stated:

"Through continuous innovation and stronger technological competitiveness, we will create new customer value, cultivate future growth businesses and strengthen our leadership in the global market."

The company is recruiting two prominent robotics researchers: Kim Hyun-jin of Seoul National University, an expert in autonomous robotic systems and control, and Kim Eui-gyeom of Ajou University, whose research focuses on robotic hands and manipulation technologies—critical areas for humanoid robot commercialization. Samsung said it will continue recruiting specialists in robotics hardware, artificial intelligence and software.

Industry analysts view the move as the next step in shifting Samsung's robotics efforts from technology development to commercial deployment, following its acquisition of Rainbow Robotics in late 2024. Samsung plans to validate robotics technologies in manufacturing before expanding into broader commercial markets, supporting its goal of transforming all domestic and overseas production facilities into AI-powered autonomous factories by 2030.