Ex-Hyundai Executive to Lead Samsung’s New Robotics Strategy
Quick Reads
- Samsung Electronics has created a new robotics division called Robotics eXperience, or RX, to oversee its robotics strategy.
- Ex-Hyundai executive Lee Dongkun will lead Samsung’s Robotics Strategy Team as the company expands its physical AI ambitions.
- Samsung plans to develop humanoid robots for manufacturing before exploring applications in homes and retail.
Samsung Electronics said on Tuesday that the Samsung robotics division, known as Robotics eXperience, or RX, will report directly to the company’s chief executive. The move signals Samsung’s growing focus on physical AI, where artificial intelligence interacts with the real world through robots and machines.
The RX division will oversee Samsung’s mid- to long-term robotics strategy, core technology development, and business execution. Executive Vice President Lee Dongkun will lead the Robotics Strategy Team, having previously worked on robotics strategy at Hyundai Motor Group, including operations involving Boston Dynamics. Samsung also plans to establish robotics research hubs in the United States, China, and Japan to tap into local expertise and technology ecosystems.
The move builds on Samsung’s broader plans to develop humanoid robots and bring them into commercial environments. In April, Samsung said it would consider investments and acquisitions where necessary to accelerate development and commercialisation in robotics, while also partnering with local companies for technology development. The company has also said advances in physical AI are making robotics businesses increasingly viable.
Samsung plans to initially deploy humanoid robots in manufacturing, where they could help improve productivity and support industrial operations, before exploring applications in homes and retail. The company’s January earnings conference call also highlighted its ambition to achieve tangible results in its humanoid robotics business in 2026.
