Samsung Electronics announced on July 21, 2026, the formation of a new robotics division called Robotics eXperience (RX), reporting directly to CEO TM Roh to accelerate robotics innovation and commercialization [1, 2, 3, 4, 5, 6]. The RX division will manage mid-to-long-term robotics strategy, core technology development, and business operations, expanding research efforts both in South Korea and abroad [1, 2, 5, 6].

Lee Dongkun, formerly executive vice president at Hyundai Motor Group in charge of robotics strategy including Boston Dynamics, was appointed head of robotics strategy at Samsung [1, 2, 4, 5, 6]. CEO TM Roh will directly oversee the RX division’s activities [3, 4, 6].

Samsung plans to build robotics research hubs in the United States, China, and Japan to tap into local expertise and ecosystems [1, 2, 3, 4, 5, 6]. The company aims to develop humanoid robots initially targeted for deployment in manufacturing sites, with plans to later expand their use to home and retail environments [1, 2, 4, 5, 6]. Samsung cited advances in physical AI technology as making robotics business viable and expects to roll out industrial robots first, then broaden applications [2].

Samsung will invest about 19 trillion won (approximately $13-14 billion) to establish robotics manufacturing facilities and physical AI infrastructure at its Gumi site in Korea [3, 4, 6]. The Gumi factory will serve as a large test bed integrating manufacturing data with research at Seoul, targeting fully AI-driven autonomous factory operations by 2030 [2, 6]. The company has also acquired an increased stake in Rainbow Robotics and plans further investments and acquisitions to speed robotics development [3, 5, 6].

Samsung shares rose between 5.5% and 6.8% on the day of the announcement amid broader market gains [2, 3]. Early in 2026, Samsung said it would achieve tangible results in humanoid robotics within the year [1, 2, 5].

Samsung’s Robotics eXperience division represents the company’s most direct effort yet to establish a comprehensive robotics business under CEO Roh’s guidance, leveraging Lee Dongkun’s leadership and global R&D hubs to push into new sectors beyond manufacturing.

The company’s next major milestone will be deploying industrial humanoid robots at manufacturing sites, with further expansion planned into consumer markets thereafter.