Samsung Electronics has set up a dedicated robotics division reporting straight to its CEO, aiming to make humanoid robots and AI a core growth engine.

The new RX (“Robotics eXperience”) unit will run Samsung’s mid- to long-term robotics strategy. It is led by EVP Lee Dongkun, who previously headed robotics strategy at Hyundai Motor Group, including its direction of Boston Dynamics. Samsung will deploy humanoids first in its factories, then move into home and retail, with agentic AI reshaping its plants by 2030. Its new “Shallow-π” tech cuts robot-control compute to a third.