Samsung Creates a CEO-Led Robotics Division to Chase Humanoid Robots
Samsung Electronics has reorganized its robotics efforts, establishing a dedicated division called RX (Robotics eXperience) that reports directly to the chief executive, Roh Tae-moon. This strategic move underscores the company’s commitment to physical AI as a key driver of future growth.
A Shift in Focus: Robotics as a Growth Engine
Announced on July 21, 2026, this restructuring is a response to softening earnings in Samsung’s mobile and home appliance divisions, where intense competition has squeezed margins. By focusing on robotics, the company aims to enter the competitive market for humanoid robots and leverage its hardware ambitions into sustainable growth.
A Standalone Division with a Clear Mandate
Prioritizing robotics as a long-term strategy, the RX unit will oversee core technology development, mid-to-long-term planning, and commercializing Samsung’s robots. The leadership team includes Lee Dong-kun, an executive vice president with expertise in robotics from Hyundai Motor Group, along with academics Kim Hyoun-jin and Kim Ui-kyum from Seoul National University and Ajou University, respectively.
Building the Foundation: Prior Investments and Expertise
Samsung has already made significant strides in robotics, acquiring a 35% stake in Rainbow Robotics, a Korean humanoid robot manufacturer, by the end of 2024. This investment solidified Samsung’s position as the majority shareholder, paving the way for folding the company into its fold.
The RX division will leverage existing resources and collaborate with local and international research hubs in the US, China, and Japan to tap into diverse talent pools and technology ecosystems.
The Vision: From Manufacturing to Everyday Life
Samsung’s immediate goal is to develop humanoids for manufacturing environments, demonstrating reliability before expanding to home and retail applications. The company aims to establish itself as a serious contender in the robotics space, facing stiff competition from Chinese and American rivals.