Overview
- Samsung announced the RX (Robotics eXperience) division on Tuesday, July 21, 2026, placing the unit under CEO Roh Tae-moon and appointing Executive Vice President Lee Dongkun to lead robotics strategy.
- The RX office will be based at Samsung's Seoul R&D Campus and add overseas research hubs in the United States, China and Japan while building a Gumi 'data factory' to collect real-world robot data.
- Samsung says it will focus first on humanoid and physical AI work and deploy robots inside its own factories for manufacturing and logistics before selling systems to other businesses and later to consumers.
- The company signaled it will pursue investments, partnerships and possible acquisitions to speed commercialization and is building on prior moves such as increasing its stake in Rainbow Robotics.
- Shares jumped after the announcement as Samsung frames robotics as a new growth engine to offset pressure in some consumer device areas while its chip business remains strong.