Samsung Electronics has established the Robotics eXperience (RX) Business Promotion Office, signaling a bold move to develop robots as a new growth engine. This decision indicates that the company’s internal robot development has reached a significant level of maturity and will soon be ready for public unveiling.
Samsung’s RX strategy will unfold in three major phases. Initially, the company will develop general-purpose robots and deploy them in its domestic and international production facilities to validate the technology. Based on these results, Samsung will refine the robots’ capabilities before offering them for external sale.
By 2030, Samsung aims to transform all its production facilities worldwide into Artificial Intelligence (AI) Autonomous Factories.
A noteworthy aspect of this initiative is Samsung’s recruitment of global talent and world-renowned experts in robotics. The company has brought on board Lee Dong-geon, who previously spearheaded robotics strategy at Hyundai Motor Group, including operations at Boston Dynamics. Additionally, Professor Kim Hyun-jin from Seoul National University, a leading authority in intelligent autonomous robot systems and robot control, and Professor Kim Ui-gyeom from Ajou University, a pioneer in robotic hands, will join the RX Business Promotion Office.
The RX organization will be directly under the DX Division Head, with operations linked to the Seoul Research and Development (R&D) Campus and Gumi Data Factory
Industry sources report that Samsung Electronics is establishing the RX Business Promotion Office’ directly under Chief Executive Officer (CEO) Roh Tae-moon, who also heads the device experience (DX) Division. This office will oversee medium to long-term robotics business strategies, core technology development in hardware, AI, and software, as well as design and product planning for comprehensive business development.
To ensure effective execution and momentum, CEO Roh Tae-moon will personally lead the RX Business Promotion Office.
This consolidation of robotics capabilities and technological strengths across the company aims to cultivate robots as a core pillar of future growth and secure competitiveness in next-generation businesses.
The establishment of the RX organization reflects Samsung’s commitment to positioning robots as a significant element of its future business portfolio and a core next-generation venture.
Samsung envisions creating unique robotic experiences and business opportunities. Following its announcement to acquire Rainbow Robotics by the end of 2024 and the establishment of a Future Robotics Promotion Team under the CEO, the launch of the RX Business Promotion Office is a strategic move to commercialize the company’s accumulated capabilities.
The RX Business Promotion Office will primarily operate from the Seoul R&D Campus in Umyeon-dong, Seocho-gu, integrating robotics personnel to foster a collaborative environment. To enhance data utilization, a critical component of robot competitiveness, Samsung plans to establish a data factory at its Gumi plant, facilitating rapid deployment of robots in the field. Close collaboration with research organizations at the Seoul R&D Campus will drive advancements in robot intelligence and control.
Samsung plans to strengthen its technological competitiveness by establishing global research hubs in the U.S., China, and Japan, where robot technology is rapidly evolving. The company aims to leverage local specialized technologies and ecosystems while actively securing talent.
Recruitment of World-Class Experts to Enhance Core Robotics Capabilities
Alongside the launch of the RX Business Promotion Office, Samsung is actively recruiting top-tier global experts in the robotics field.
Lee Dong-geon, who previously led robotics strategy at Hyundai Motor Group, including Boston Dynamics operations, has been appointed as the head of the Robotics Strategy Team. He will oversee the medium to long-term roadmap for Samsung’s robotics business.
Professor Kim Hyun-jin from Seoul National University, a leading expert in intelligent autonomous robot systems and robot control, will also join the RX Business Promotion Office.
Professor Kim is renowned for his groundbreaking research at Seoul National University’s Intelligent Control and Systems Lab (ICSL), focusing on autonomous robots, unmanned aerial vehicles, robotic manipulation, multi-robot collaboration, and safety-assured control systems.
Professor Kim Ui-gyeom from Ajou University, a pioneer in robotic hands and manipulation, will also be part of the RX Business Promotion Office. He has led the development of high-performance humanoid robotic hands, multi-degree-of-freedom grippers, and precision tactile sensors.
The addition of these two professors is expected to significantly enhance Samsung’s capabilities in robot hand technology and manipulation, key challenges in humanoid commercialization.
Samsung plans to secure additional executive-level experts in various fields such as robot hardware, AI, and software to further strengthen its technological competitiveness in robotics.
Advancing Robots in AI Autonomous Factories and Tackling the Robot Hand Challenge
Samsung’s approach to robot commercialization involves validating technology in manufacturing environments before gradually expanding into broader markets. The company plans to first deploy humanoid robots in its production lines to gather data, then evolve them into ‘highly intelligent multipurpose humanoids.’ As the technology matures, Samsung aims to expand from business to business (B2B) to business to consumer (B2C) markets.
By 2030, Samsung plans to prioritize robot deployment in its AI autonomous factories. The company will integrate digital twin-based simulations throughout the entire process, from material reception to production and shipping, gradually introducing humanoid manufacturing robots, including quality, production, and logistics AI agents, as well as operating, logistics, and assembly bots.
The key lies in using data obtained from actual processes to enable the robots to learn iteratively and improve their performance. Samsung will apply the data accumulated from tasks such as material handling, assembly, and equipment control to enhance operational precision and versatility gradually. This accumulated field experience will serve as the learning foundation for developing general-purpose robots.
Industry observers note that Samsung Group could encompass a broad array of the robot value chain, from components and batteries to AI semiconductors and finished product manufacturing.
Samsung is currently pursuing collaboration and internal capability development for the critical challenge of developing robotic hands (dexterous hands), which is pivotal for the success of humanoid commercialization. The dexterous hand accounts for 17% to 31% of the costs of humanoid components, presenting significant technical barriers and cost burdens.
Samsung is expanding collaborations with domestic and international companies that possess advanced technologies in robotic hands while concurrently developing dedicated actuators through its in-house organization, the Robotic Hand Lab, within the Future Robotics Promotion Team. The company is also reportedly exploring partnerships with promising overseas startups.
Industry analysts predict that Samsung will actively engage in merger and acquisition (M&A) and startup investments in the robotics sector to foster future technologies.
A Samsung representative stated that it will continue to create new customer value through ongoing innovation and strengthening the technological competitiveness, actively uncovering future growth businesses to lead the global robotics market.