Samsung just made robotics official. The electronics giant created the Samsung robotics division called RX, short for Robotics eXperience. Therefore, the company is signaling serious commitment to building robots as a core business.

The new unit reports directly to co-CEO Roh Tae-moon. It will oversee robotics strategy, core technology development, and commercial execution. Moreover, Samsung consolidates previously scattered robotics teams under one roof. This restructuring suggests the Samsung robotics division will receive substantial resources and attention.

The division will focus first on humanoid robots for manufacturing sites. Once reliable, Samsung plans expanding into homes and retail. The company wants “tangible” humanoid robotics results in 2026. Additionally, Samsung may pursue acquisitions to accelerate development.

Samsung appointed Lee Dong-jun, an executive vice president, to lead strategy. He previously handled robotics at Hyundai Motor Group, including Boston Dynamics. The company also recruited academic experts in autonomous control and robotic hands.

Samsung’s investment in Rainbow Robotics supports this push. The company became the largest shareholder with a new stake. Together, they’ve worked on manufacturing robots and physical AI systems.

The Samsung robotics division will base operations at Seoul’s R&D Campus. A new robotics data factory at Gumi will collect real-world data to improve robot AI. Additionally, research hubs in the US, China, and Japan will access local talent.

Timing matters here. Samsung seeks growth beyond smartphones and semiconductors. Tesla, Chinese makers, and US startups race to commercialize humanoid robots. Samsung has manufacturing and component advantages but needs time to convert them into reliable products.

Finally, creating a CEO-level robotics division proves Samsung no longer treats this as a side project.