Rainbow Robotics Inc.

Samsung Electronics announced the creation of a dedicated robotics division called RX, short for Robotics eXperience, to be overseen directly by CEO TM Roh. Executive Vice President Lee Dongkun, formerly of Hyundai Motor Group, will lead the Robotics Strategy Team. The division will steer medium- and long-term robotics strategy from foundational technology to product commercialization, with plans to open research outposts in the U.S., China, and Japan. Samsung said humanoid robots are central to its plans, aiming to improve output and user experience starting on factory floors and eventually expanding to homes and retail, citing rapid progress in physical AI as a key enabler. The move follows a broader robotics push that includes a planned 19 trillion won investment in Gumi for physical AI infrastructure and humanoid robot manufacturing, and raising its stake in Rainbow Robotics to become the largest shareholder.