Samsung Electronics launches CEO-directed robotics division

Samsung Electronics has established a new robotics division reporting directly to its chief executive, a major reorganization aimed at accelerating its push into the commercial robotics market. The company announced the creation of the Robotics eXperience (RX) division on Tuesday, July 21, 2026, consolidating its robotics strategy, technology development, and business execution under a single organization led by CEO Roh Taemoon.

The new division will oversee mid- to long-term robotics strategy and is designed to enable faster decision-making as Samsung seeks to turn robotics into a key growth engine. The company plans to establish robotics research hubs in the United States, China, and Japan to tap into local talent and technology ecosystems. It will also build a Data Factory at its Gumi complex in South Korea to gather and analyze real-world operational data essential for deploying robots in industrial settings.

Executive Vice President Lee Dongkun, who was hired from Hyundai Motor Group in May, will head the division's Robotics Strategy Team. At Hyundai, Lee was responsible for robotics strategy, including the direction of Boston Dynamics. Samsung also recruited two prominent...