Samsung Robotix eXperience (RX): the new division that will bring robots into every home

Samsung Electronics has announced the creation of a new division, RX, which stands for Robotics eXperience, that will report directly to CEO TM Roh. This decision reflects the South Korean giant's ambition to make robotics one of the main engines of growth in the coming years.

The RX division will be responsible for coordinating the medium- and long-term strategy, developing key technologies, and executing business activities related to robotics. Samsung also intends to expand its research capabilities both in South Korea and internationally.

To strengthen its competitiveness, Samsung will open dedicated robotics research centers in the United States, China, and Japan. The goal is to leverage the local ecosystems and technological expertise present in these markets, which are considered among the most advanced in the sector.

Leading the Robotics Strategy Team will be Lee Dongkun, Executive Vice President of Samsung. Previously, Lee worked at Hyundai Motor Group, where he directed the group's robotics strategy, including the management of Boston Dynamics.

Samsung had already stated during January's financial results meeting that it aims to achieve tangible results in the field of humanoid robots by this year. With the establishment of RX, the company will accelerate both the development and commercialization of these technologies.

According to Samsung, advancements in physical AI are making the robotics business increasingly sustainable. The first humanoid robots will be employed in production facilities, aiming to improve productivity and user experience. Subsequently, the technology may also be extended to the domestic and retail sectors.

This initiative is part of a very large investment plan. In early July, TM Roh announced an investment of about 60 trillion won, equivalent to approximately 35.7 billion euros, in the Yeongnam region, which includes the Gumi site. Of this amount, 19 trillion won will be allocated to the development of infrastructures for physical AI and facilities for the production of humanoid robots, in collaboration with Samsung SDS. Furthermore, by late 2024, Samsung has increased its stake in the South Korean company Rainbow Robotics, becoming its largest shareholder.