Samsung creates a CEO-led robotics division to chase humanoid robots

This article was published on July 21, 2026 The new RX unit reports straight to the chief executive, a sign of how central physical AI has become to Samsung’s growth plan. Samsung Electronics has pulled its scattered robotics work into a single business division that reports straight to the chief executive, a structural move meant to turn hardware ambition into a genuine growth engine. The new unit, called RX, or Robotics eXperience, sits directly under co-chief executive Roh Tae-moon and signals how seriously the company is chasing physical AI as its next act. Announced on 21 July, the reorganisation arrives as Samsung leans on robotics to offset softer earnings in its mobile and home appliance businesses, where price competition and a maturing smartphone market have squeezed margins. It also puts the firm more openly in the race for humanoid robots, a field already crowded with Chinese and American challengers. Robotics has been billed as a future growth engine before, but the decision to spin out a standalone division, made outside the usual year-end reshuffle, gives the effort a mandate it previously lacked. The RX unit will own mid-to-long-term strategy, core technology develo