Samsung Targets Physical AI Market with New Robotics Division

Samsung Electronics is consolidating its automation and artificial intelligence efforts through the launch of a dedicated business unit named RX, or Robotics eXperience. The move signals a strategic shift for the South Korean conglomerate as it seeks to transition from consumer electronics and semiconductors into the burgeoning field of physical AI, where software intelligence is integrated into mobile hardware.

To lead the strategy for this new venture, Samsung Electronics has appointed Dongkun Lee as Executive Vice President. Lee brings significant industry pedigree to the role, having previously spearheaded robotics strategy at Hyundai, where he was instrumental in the oversight of Boston Dynamics. The division will be under the direct supervision of Samsung CEO TM Roh, highlighting the high priority the company is placing on its robotics roadmap.

While the primary operations for Robotics eXperience will be centered at Samsung’s facilities in Seoul, the company is adopting a global approach to talent acquisition. Plans are underway to establish specialized research hubs in the United States, Japan, and China. This expansion mirrors a broader trend among tech giants racing to dominate the robotics sector. For instance, OpenAI has recently pivoted toward developing hardware that can serve as a physical vessel for its large language models, while Google’s parent company, Alphabet, has integrated its industrial robotics arm into its core operations.

Samsung’s immediate goals include the commercial production of humanoid robots, which is expected to begin as early as this year. To support this ambitious timeline, the company has committed an investment of 19 trillion Korean won (approximately $13 billion) to upgrade and expand its manufacturing infrastructure. Much of this capital is earmarked for the Gumi production site in South Korea, which will serve as the primary assembly point for the new robotic line.

The global market for service robotics is projected to grow exponentially as labor shortages and aging populations drive demand for automated assistance. By investing 19 trillion Korean won into the sector, Samsung is positioning itself to compete with other major players like Tesla, which is currently developing its own humanoid platform, Optimus. The integration of physical AI into these machines is intended to allow them to navigate complex human environments and perform tasks that were previously limited to manual labor.

The appointment of Dongkun Lee is seen as a strategic maneuver to bridge the gap between traditional automotive-style robotics and the next generation of AI-driven machines. His experience with Boston Dynamics, a firm renowned for its highly mobile quadruped and bipedal robots, provides Samsung with the technical insight needed to compete in a market where mobility and balance are as critical as processing power. TM Roh is expected to leverage Samsung’s existing supply chain and semiconductor expertise to scale the production of humanoid robots faster than its competitors.