Samsung Forms RX Robotics Division Under CEO for Humanoid Push

Samsung Consolidates Robotics Efforts Under Direct CEO Oversight

Samsung Electronics announced the creation of its RX, or Robotics eXperience, Business Promotion Office on July 21, 2026. This new division consolidates all robotics initiatives and reports straight to DX Division CEO TM Roh. The move signals a structural commitment to make robotics a core growth engine alongside semiconductors and consumer electronics.

The RX office will handle mid-to-long-term strategy, core technology development, and commercialization. Samsung plans initial humanoid deployments in its own manufacturing facilities before expanding to homes and retail environments. This phased approach mirrors strategies seen at other major players but benefits from Samsung's massive scale in consumer hardware and AI chips.

Executive Vice President Lee Dongkun heads the Robotics Strategy Team. He joined Samsung in May 2026 after leading robotics strategy at Hyundai Motor Group, where he oversaw Boston Dynamics. His experience brings proven expertise in integrating advanced platforms into industrial workflows.

Investment Scale and Global Research Expansion

Samsung has allocated 19 trillion won, roughly $13.8 billion, for physical AI infrastructure and humanoid manufacturing facilities in Gumi, South Korea. This includes partnerships with Samsung SDS for AI data centers supporting robot training. The Gumi site will serve as the primary production hub.

Additional research hubs are planned in the United States, China, and Japan. These locations will tap into local talent pools and ecosystems for sensors, actuators, and AI algorithms. The international footprint addresses the competitive race in embodied AI during 2026.

Samsung previously stated goals for "tangible" humanoid results in 2026 during its January earnings call. The RX structure accelerates execution by removing internal silos that previously fragmented efforts across research groups.

Ties to Rainbow Robotics and Existing Platforms

Samsung's prior investment in Rainbow Robotics positions it well for rapid iteration. Rainbow, now a consolidated subsidiary, developed Korea's first full-size humanoid, the HUBO series. The RB-Y1 platform is slated for initial factory trials on Samsung lines.

This builds on Samsung's 2024 move to become Rainbow's largest shareholder with a 35% stake. Combining Rainbow's hardware with Samsung's AI and semiconductor capabilities creates a vertically integrated stack for physical AI agents.

Competitive Context in the 2026 Humanoid Race

The RX division places Samsung alongside Tesla, Figure AI, and Boston Dynamics in the embodied AI arena. Lee Dongkun's background directly links the effort to Atlas development heritage. Factory-first deployment prioritizes reliability metrics like uptime and payload over consumer appeal initially.

Production ramps at Gumi could reach meaningful volumes by 2028 if infrastructure investments deliver on schedule. Fleet economics will hinge on achieving sub-$50,000 per unit costs through Samsung's supply chain advantages in displays, batteries, and processors.

Manufacturing and Deployment Roadmap

Initial deployments target Samsung's own semiconductor and electronics assembly lines. These controlled environments allow iterative testing of manipulation tasks and navigation in structured settings. Expansion to third-party factories and retail follows successful pilots.

The 19 trillion won commitment spans humanoid manufacturing lines plus supporting AI compute clusters. Gumi mayor Kim Jang-ho has pledged local support to replicate past successes like the Anycall mobile era.

Implications for Global Supply Chains

Samsung's entry intensifies pressure on component suppliers for high-torque actuators and dexterous hands. Research hubs abroad will source specialized talent while maintaining IP control from headquarters.

MTBF targets for early humanoids will likely exceed 1,000 hours based on industrial robot benchmarks before scaling. Pilot data from Gumi will inform reliability improvements critical for broader adoption.