Samsung Electronics Launches RX: A New Robotics Unit to Accelerate its Physical‑AI Ambitions

On July 21, 2026 Samsung Electronics announced the formation of a brand‑new division called RX – short for Robotics eXperience Business Office. The move is meant to gather the company’s scattered robotics know‑how under one roof and steer a mid‑ to long‑term strategy that reaches from core technology all the way to commercial products.

CEO TM Roh will personally supervise RX, signalling how seriously Samsung’s top brass is taking the push into what the industry now dubs “physical AI.” In practice that means machines that can see, sense and act in the real world – think humanoid assistants, factory co‑workers and service bots that blend software smarts with hardware muscles.

The market reacted with enthusiasm. Samsung Electronics shares jumped 6.76 % on the day, while the broader KOSPI index climbed roughly 4 %. Investors seem to be betting that the hefty capital plan Samsung unveiled earlier in July will finally bear fruit.

Speaking at a public briefing in Jinju, the company disclosed a massive 60 trillion‑won (about US$40.7 billion) investment programme for the Yeongnam region, with a dedicated 19 trillion won earmarked for its Gumi site. There, in partnership with Samsung SDS, Samsung will build the physical‑AI backbone – from high‑throughput manufacturing lines for humanoid robots to test‑beds for advanced sensors and actuators.

RX will not stay confined to South Korea. Samsung says it will open research bases in the United States, China and Japan, tapping local talent pools and ecosystem partners to accelerate development. The plan builds on a foothold the company secured back in late‑2024 when it became the largest shareholder of Rainbow Robotics, a niche player in AI‑driven automation.

While the exact timetable for the overseas labs remains vague, the announcement paints a clear picture: Samsung is betting big on a future where hardware and AI are inseparable. Whether the new unit can deliver the promised wave of intelligent machines will be the story to watch over the next few years.