Samsung Is Building A New Robotics Business. The Company Sees Physical AI As Its Next Frontier.

Samsung Electronics has established a new robotics business unit as it expands beyond smartphones, memory chips, and consumer electronics in search of new growth areas.

The company announced Tuesday that it has formed RX, short for Robotics eXperience, a dedicated organization tasked with consolidating Samsung's robotics capabilities from research and development through commercialization. Samsung CEO and Head of Device eXperience TM Roh will oversee the new division directly.

Samsung shares rose 6.76% following the announcement, outperforming South Korea's benchmark Kospi index, which was up about 4% during Tuesday's trading session, according to CNBC.

The RX Business Office will be responsible for Samsung's long-term robotics strategy, spanning core technology development, product commercialization, and expansion into overseas markets. The company said the division plans to establish research bases in the United States, China, and Japan, according to CNBC.

Samsung's latest move follows a series of investments in robotics over the past two years. In late 2024, the company increased its stake in South Korean robotics company Rainbow Robotics, becoming its largest shareholder and deepening a partnership that began in 2023, according to Reuters.

Earlier this month, TM Roh said Samsung plans to invest approximately 60 trillion won ($40.7 billion) in South Korea's Yeongnam region, including projects tied to robotics and computing infrastructure. Of that amount, 19 trillion won has been earmarked for the city of Gumi, where Samsung and Samsung SDS intend to build facilities focused on humanoid robot manufacturing and related infrastructure, according to CNBC.

Samsung has previously introduced several robotics concepts, including Ballie, a rolling home assistant that has been showcased at international technology events in recent years. The company has also expanded its investments in industrial automation through Samsung SDS and other subsidiaries, according to The Korea Herald.

The formation of the RX unit also reflects broader trends across the technology industry. Companies including Tesla, Xiaomi and several Chinese robotics firms have increased spending on humanoid and industrial robots as demand for automation technologies grows globally. At the same time, governments in the United States, Europe and Asia have identified robotics as an area of strategic importance for manufacturing and economic competitiveness.

Samsung's announcement arrives amid a period of heightened competition in the technology sector, with companies investing heavily in chips, data centers and automation capabilities. The company's latest organizational change places robotics alongside semiconductors and consumer devices as one of its major business priorities.

The RX Business Office will report directly to TM Roh as Samsung continues integrating robotics into its broader technology portfolio, according to the company's statement cited by CNBC.