The Korean company plans to establish robotics research hubs in the US, China and Japan and consolidate those operations under a strategy led by Dongkun Lee.

Samsung Electronics is establishing a new robotics division reporting directly to its chief executive and to be overseen by a recently hired former Hyundai Motor Group robotics strategist.

The new ‘robotics experience’ (RX) division of the South Korean giant will oversee mid- to long-term robotics strategy, core technology development and business execution while expanding research capabilities at home and ‌internationally, according to media reports today (21 July).

The company plans to establish robotics research hubs in the US, China and Japan and consolidate those operations under RX, whose strategy will be led by Dongkun Lee. Lee was previously in charge of Hyundai Motor Group’s robotics strategy, including the direction of its now wholly owned subsidiary Boston Dynamics.

Bloomberg reported that Samsung’s moves are likely to lead to expanded collaboration between it and Hyundai in the field of robotics.

The RX division has also hired two academics with prominent backgrounds in guidance and control for autonomous robots and drones, and the design of robotic hands and grippers that aim for dexterity function that humanoid robots would need for physical tasks.

Samsung has previously noted the cost and complexity of implementing dextrous hand-like function in humanoids.

Earlier this year, the company said it wanted tangible humanoid robotics results in 2026 and would consider investments and acquisitions where needed. It has a goal of deploying humanoid robots at manufacturing sites before potentially expanding to homes and retail.

Samsung’s shares rose by around 6pc today following the news. Reports suggest that the company plans to invest around $13bn in developing physical AI infrastructure and humanoid robot manufacturing facilities at its site in the city of Gumi.

Last week, following its full acquisition of Boston Dynamics, it was reported that Hyundai is aiming to deploy Atlas humanoid robots at some of its factories in the US.

American tech giants have been making investments in the robotics space in 2026. In May, Meta acquired humanoid robotics start-up Assured Robot Intelligence; in March, Amazon bought the New York-based Fauna Robotics.

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