Samsung Electronics has formed a Robotics e Xperience (RX) Business Promotion Office led by TM Roh. The new division will merge existing robotic R&D and house the Robotics Strategy Team headed by Lee Dong-geon, a former Boston Dynamics strategist at Hyundai. The RX hub sits at Samsung’s Seoul R&D Campus in Umyeon-dong, with additional research centers planned in the US, China, and Japan.

The focus is on industrial robots first, using them to automate Samsung’s own factories as a proving ground before selling to other manufacturers. Samsung aims to turn all its plants into “AI autonomous factories” by 2030. Humanoid robots are also on the agenda, with Ajou University professor Kim Eui-gyeom joining the team after Samsung’s Robotic Hand Lab developed advanced, undisclosed robo-hand tech.

Samsung will fund robotics start‑ups and pursue M&A; it already became the largest shareholder in Rainbow Robotics in 2024. The market is crowded with rivals like Tesla’s Optimus, LG’s Robotics Business Center, Honor’s robot, Unitree, and Hisense’s Harley. Samsung’s RX division seeks to carve out a leadership spot amid this competition.