Samsung Electronics announced Tuesday the creation of a dedicated robotics division, Robotics eXperience (RX), as the South Korean technology conglomerate looks to diversify its growth engines. Following the announcement, Samsung shares rose 6.76%, outpacing the broader Kospi index, which climbed approximately 4%.
The new division will be directly overseen by CEO TM Roh. According to an emailed statement from the company, the RX unit aims to consolidate Samsung’s existing robotics capabilities, establishing a comprehensive strategy that spans from fundamental technology development to commercial market deployment. The initiative marks a strategic shift toward what the firm terms “physical AI”—the integration of artificial intelligence into tangible hardware, such as humanoid robots.
This organizational restructuring builds upon previous investments in the sector. In late 2024, Samsung increased its stake in Rainbow Robotics, becoming the firm’s largest shareholder. Furthermore, earlier this month, CEO TM Roh announced a 60 trillion won ($40.7 billion) investment plan for South Korea’s Yeongnam region. Of this capital, 19 trillion won is earmarked for the Gumi site, where Samsung plans to collaborate with its IT services subsidiary, Samsung SDS, to build infrastructure for physical AI and humanoid manufacturing facilities.
The company also signaled international ambitions for the new division, stating that it intends to establish research and development hubs in the United States, China, and Japan to support its global robotics roadmap.