Samsung Electronics has established a new "Robotics Experience (RX) Division" directly under CEO Noh Tae-moon, marking a significant organizational shift towards the future robotics market. This move signals a clear commitment to developing robotics as a core revenue driver alongside semiconductors, moving beyond basic research and exploratory projects.
The reorganization focuses on creating a centralized control tower for robotics. Previously fragmented teams across the company have been unified under the RX Division. This includes the Future Robotics Team, led by KAIST Emeritus Professor Oh Joon-ho, as well as advanced R&D teams from Samsung Research and the robotics development team from the Production Technology Research Institute.
By elevating the division to a direct report to the CEO, Samsung aims to facilitate rapid decision-making and large-scale investments, while also attracting external talent to drive business growth.
The establishment of the RX Division comes amid a sense of urgency within the DX sector, which has faced challenges from declining home appliance sales and stagnation in the smartphone market, even as the semiconductor division enjoys record performance due to a supercycle. Samsung plans to cultivate robotics as the next key business area for the DX division.
Samsung Electronics Chairman Lee Jae-yong emphasized the growing demand for robots not only in industrial settings but also in homes, restaurants, hospitals, and nursing facilities. He stated that the company would expand investments in robotics alongside its internal AI data center.
The competition for leadership in next-generation robotics is already intense, with Hyundai Motor Group making strides to secure technological advantages through Boston Dynamics, while LG Electronics is significantly enhancing its commercial robotics lineup.
As part of this competitive strategy, Samsung has appointed Lee Dong-geon, a former Hyundai executive, as the head of its robotics strategy team and has recruited renowned scholars such as Professor Kim Hyun-jin from Seoul National University and Professor Kim Ui-gyeom from Ajou University.
Samsung plans to leverage its extensive manufacturing data across all divisions to rapidly close the technology gap. The company aims to utilize data from home appliances, smartphones, semiconductors, and sectors like construction and heavy industry. It will establish a "robot data factory" in Gumi and accelerate the development of robotic intelligence and control technologies in conjunction with its Seoul R&D campus.
Industry experts predict that Samsung's robotics business will unfold in three phases. Initially, the company will introduce innovative home and commercial robots that incorporate proprietary AI and user experience technologies to capture early market share. Subsequently, it will push for the early commercialization of industrial and manufacturing robots using its AI factories and manufacturing sites. The plan includes applying these technologies in semiconductors, smartphones, and construction to maximize production efficiency before expanding into the large-scale B2B market.
Samsung will also accelerate the development of humanoid robots, previously in the research phase. The strategy involves combining Rainbow Robotics' humanoid robot platform and autonomous control technology with Samsung's AI capabilities to create next-generation humanoids.
Industry insiders note that while Samsung's integration of manufacturing data and R&D resources is a clear advantage, the key to successful commercialization will be the rapid and precise implementation of control solutions in real-world environments, where variables are numerous.
* This article has been translated by AI.
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