Samsung Electronics establishes CEO-level robotics division for physical AI push

Samsung Electronics is making a significant push into the physical AI sector by establishing a dedicated robotics division directly under its CEO. This move signals the company's intent to compete with major US tech firms like Meta and Nvidia in the burgeoning field of physical AI.

The newly formed RX (Robot Experience) Business Division, reporting directly to President and DX Division Head Roh Tae-moon, will be responsible for the entire business lifecycle. This includes formulating mid-to-long-term strategies, developing core hardware and AI/software technologies, and managing design and product planning to expedite commercialization.

To bolster its expertise, Samsung is actively recruiting top talent. Lee Dong-gun, a former executive at Boston Dynamics (a Hyundai Motor Group company), has been appointed head of the Robotics Strategy Team. The company is also bringing in academic experts, including Seoul National University's Kim Hyun-jin, a specialist in intelligent autonomous robot systems, and Ajou University's Kim Eui-kyum, an authority on robotic hands and precision manipulation.

Samsung plans to establish its primary R&D hub for the division at its Umyeon-dong R&D campus, with a data factory in Gumi for robot training and verification. The company will also set up research bases in the US, China, and Japan to secure local technology and talent. This organizational restructuring follows Samsung's acquisition of a controlling stake in Rainbow Robotics in late 2024, integrating its previous Future Robot Promotion Team into a full-fledged business unit.

The company's strategy involves first validating robot technologies within its manufacturing facilities before expanding into both business-to-business (B2B) and business-to-consumer (B2C) markets. Samsung aims to gradually deploy humanoid robots in its domestic and international production plants as part of a plan to transform them into AI-driven smart factories by 2030. By continuously training robots with data from actual production lines, Samsung seeks to enhance their versatility. The company believes its extensive manufacturing presence across various subsidiaries, including Samsung Display, Samsung Electro-Mechanics, and Samsung SDI, provides a strong foundation for advancing physical AI and humanoid technologies. A Samsung Electronics representative stated that this move signifies a commitment to nurturing robotics as a core business that will determine manufacturing competitiveness, rather than merely a future technology.