Samsung Electronics on July 21, 2026 announced the creation of a new robotics division reporting directly to the CEO, appointing a former Hyundai Motor Group executive to lead its strategy as the company accelerates humanoid robot development.
July 21, 2026 · Samsung Electronics
Samsung Launches "RX" Robotics Division in a Bid for Humanoids
A new unit reporting directly to the CEO will steer Samsung's humanoid strategy — led by a former Hyundai executive who helped guide Boston Dynamics — starting on the factory floor before moving into homes and retail.
RX
New "Robotics eXperience" division reporting straight to the CEO
3
New R&D sites planned — U.S., China & Japan
2026
Year Samsung pledged "tangible" humanoid results
Two Years of Building Toward Robotics
LATE 2024
Becomes largest shareholder in Rainbow Robotics; opens Future Robotics Office
→
JAN–APR 2026
Pledges results this year; signals openness to more deals & acquisitions
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JUL 2026
Creates RX division under a former Hyundai / Boston Dynamics exec
The Bet: Vertical Integration
Samsung wants to build core technologies in-house and fuse AI, software and hardware as its differentiator.
Actuators
Sensors
Robotic hands
Whole-body control
Factories
→
Homes
→
Retail
The Optimistic Read
Advances in Physical AI make a robotics business commercially realistic; Samsung's consumer-electronics scale could power a serious humanoid platform. Shares ticked up on the news.
The Skeptic's Read
No product models, pricing, specs or hands-on tests yet. In a race with Boston Dynamics, Figure and Tesla's Optimus, delivering real hardware is what will count.
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