Samsung Electronics has established a dedicated robotics division called RX (Robotics eXperience), reporting directly to CEO TM Roh, as the company pushes into physical AI and humanoid manufacturing. The RX Business Office will be based at Samsung's Seoul R&D Campus and open research centres in the United States, China, and Japan.
The announcement drew a strong market reaction, with Samsung shares rising nearly 7% as the broader Kospi index gained about 4%. The company plans to invest 60 trillion won ($40.7 billion) in the Yeongnam region, with 19 trillion won earmarked for Gumi to develop physical AI infrastructure and humanoid robot production facilities in collaboration with Samsung SDS. Executive vice president Lee Dong-kun, formerly of Hyundai Motor Group and Boston Dynamics, will head the robotics strategy team.
The move builds on Samsung's late-2024 acquisition of a controlling stake in Rainbow Robotics, making it the robotics firm's largest shareholder.