Samsung Electronics is re-establishing its focus on robotics. The company is bolstering its Future Robotics Team and has created a new execution organization within its Device Experience (DX) division to oversee AI-based future projects, accelerating preparations for the commercialization of manufacturing robots and humanoids.
According to industry sources on May 8, Samsung's DX division has recently conducted internal recruitment for the Future Robotics Team, with applications accepted until today.
Prior to the recruitment, Samsung held a briefing for employees to share the team's roles and responsibilities. The Future Robotics Team was established after Samsung secured a major stake in the robotics platform company Rainbow Robotics, and it is responsible for overseeing the development of next-generation robotic technologies, including humanoids.
This workforce expansion is seen as a strategic move to transition the robotics business roadmap into the execution phase rather than merely expanding the organization. During a recent earnings call, Samsung outlined its plan to first develop manufacturing robots before expanding into home and retail sectors. The company also indicated it would consider internalizing key robotic components and collaborating with domestic firms, as well as being open to investments and acquisitions if necessary.
Samsung's renewed focus on robotics is not a recent development. In 2021, the company formed a task force for robotics commercialization, which evolved into a formal robotics team the following year. In January 2023, Samsung invested approximately 59 billion won in Rainbow Robotics, securing its position as the largest shareholder. Rainbow Robotics, known for its bipedal and collaborative robot technologies, has been viewed as a crucial external technology partner for accelerating Samsung's humanoid development.
Within the DX division, there is also a visible effort to integrate robotics as a core aspect of AI transformation. Last August, Samsung established the InnoX Lab, a dedicated organization for key strategic projects within the DX division. This execution-focused team is responsible for the expansion of digital twin solutions, logistics operation innovations, manufacturing automation, and the development of core technologies for humanoid robots. Industry experts interpret the establishment of InnoX Lab as a signal that Samsung aims to approach robotics not merely as a standalone product but as part of an AI-based platform business connecting factories, logistics, homes, and retail.
As the smartphone, TV, and home appliance markets mature, robotics is emerging as a new growth axis that can integrate hardware, AI, sensors, semiconductors, and appliances. Samsung's initial focus on manufacturing robots is seen as a strategic choice that considers both quality verification and potential for profitability.
However, significant challenges remain before commercialization can be achieved. The humanoid market is rapidly advancing, with global companies like Tesla and Figure AI leading the way. To mitigate the burden of being a latecomer, the speed at which Samsung can combine technologies with Rainbow Robotics, internalize its own components, and integrate with the DX division's product ecosystem will be crucial.
An industry insider noted, "The alignment of organization, personnel, external investment, and AI transformation systems has become clearer. The strategy of first achieving results with manufacturing robots and then expanding into humanoids and home robots is likely to be a realistic roadmap."
* This article has been translated by AI.
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