Samsung Electronics Establishes Dedicated 'RX Business Unit' for Robotics...Simultaneously Targeting B2B and B2C

Samsung Electronics announced on the 21st the establishment of a 'RX (Robot Experience) Business Promotion Office' under the CEO's direct supervision to accelerate robotics development and commercialization. The organization restructuring aims to establish an integrated promotional framework to oversee long-term robotics strategy, core technology development based on humanoids, and business execution. The RX Business Promotion Office is led by No Tae-moon, CEO of Samsung Electronics and head of the DX Department, with Lee Dong-geun, vice president of Samsung Electronics' Planning Team, appointed as head of the Robotics Strategy Team. Lee Dong-geun previously oversaw Boston Dynamics' robotics strategy at Hyundai Motor Group. Kim Hyun-jin, a professor at Seoul National University specializing in autonomous robotics and robot control, and Kim Yi-kyung, a professor at Ajou University, are set to join. The RX Business Promotion Office will operate from Seoul University R&D Campus in Seoul's Woomyeong-dong, with plans to continue investments in expanding office and laboratory infrastructure. At the Gumi facility, a data factory will be built to secure high-quality visual, tactile, and movement data, collaborating with the Seoul R&D Campus to advance robot intelligence and control sophistication. The global R&D network will be strengthened by establishing robot research hubs in the U.S., China, and Japan, forming partnerships with local companies to enhance localized technology and ecosystems. Analysts note that Samsung Electronics, having acquired Rainbow Robotics by the end of 2024 and established a Future Robotics Promotion Team under the CEO, is expected to pursue additional M&A and investments. Samsung's robotics business is expected to cover both B2B and B2C. Initially, they plan to deploy robots in manufacturing sites to enhance productivity and user experience, gradually expanding into home and retail sectors.