Samsung Electronics established the RX (Robotics eXperience) division to consolidate its robotics and physical AI initiatives. Co-chief executive Roh Tae-moon will directly oversee the new unit. This reorganization aims to create new growth engines to offset slowing mobile and appliance sales.
The company will invest 60 trillion won ($40.7 billion) to build an AI and humanoid manufacturing cluster in the Yeongnam region. Initial development focuses on humanoids for Samsung’s own manufacturing facilities. The company plans to expand these technologies into home and retail applications later.
Samsung Electronics shares rose 6% following the announcement. The market reaction reflects optimism regarding the company's strategic entry into the high-growth robotics sector.