Samsung Electronics Launches RX Division to Develop Humanoid Robots

Samsung Electronics established the Robotics eXperience (RX) Business Office on July 21, 2026, to accelerate the development and commercialization of humanoid robots and physical AI. The new division reports directly to CEO Roh Tae-moon and is tasked with competing against rivals such as Meta and Nvidia by designing mid- to long-term robotics strategies.

Led by Executive Vice President Lee Dongkun, a former strategist for Hyundai Motor Group and Boston Dynamics, the unit also includes academic experts Kim Hyoun-jin from Seoul National University and Kim Ui-kyum from Ajou University. The division is based at the Seoul R&D Campus and will be supported by a data factory at the Gumi site to analyze real-world industrial data. Samsung plans to invest approximately 19 trillion won ($13 billion) in Gumi to develop humanoid robot manufacturing facilities and physical AI infrastructure.

Samsung intends to first deploy humanoid robots within its own manufacturing environments, with a goal of transitioning domestic and overseas plants into AI-based autonomous factories by 2030. Following the industrial phase, the company plans to expand into the retail and home sectors. To increase global competitiveness and support B2B and B2C expansion, Samsung will open research hubs in the United States, China, and Japan.