Samsung Electronics established the Robotics eXperience (RX) division on July 21, 2026. This new unit reports directly to the chief executive to consolidate the company’s fragmented robotics initiatives. The reorganization aims to accelerate the commercialization of robotics as a primary growth engine.
Samsung shares rose 6% following the announcement. The company committed approximately 60 trillion won ($40.7 billion) to the Yeongnam region for AI infrastructure and humanoid robot manufacturing. This investment supports mid-to-long-term strategy and core technology development.
The initiative represents a strategic shift into physical AI to counter stagnating growth in mobile and home appliance sectors. The RX division will centralize research and development to bolster global competitiveness.