Samsung Unveils Global Robotics Push With New RX Business Office

Samsung Electronics (SSNLF), a global technology company with major smartphone and chip businesses, is stepping up its push into robotics as artificial intelligence makes machines increasingly capable of handling complex tasks. The company said Tuesday that it will create a new RX Business Office reporting directly to co-Chief Executive Officer Roh Tae-moon, while bringing its robotics operations under a more centralized structure. Samsung also plans to establish robotics research hubs in the United States, China and Japan, suggesting the company is preparing to build a broader international foundation for its robotics strategy.

Samsung appointed Dongkun Lee, a former Hyundai Motor Group robotics executive, to lead its robotics strategy team. Lee previously managed Hyundai Motor Group's robotics direction, including oversight of Boston Dynamics, the U.S. robot developer acquired by the automaker. Samsung also recruited Seoul National University professor Hyoun Jin Kim and Ajou University professor Uikyum Kim, both recognized for their work in robotics. The new RX Business Office will be based mainly at Samsung's Seoul research campus in Umyeon, where the company intends to continue investing in the infrastructure needed to expand its robotics operations.

The move comes as Samsung, Tesla NASDAQ:TSLA, Alphabet NASDAQ:GOOG and Hyundai invest billions of dollars in humanoid robots and factory automation, with companies looking for new growth opportunities beyond smartphones, chips and electric vehicles. Korea Investment & Securities analysts, including Changho Kim, said Lee's appointment could support greater robotics collaboration between Samsung Group and Hyundai Motor Group as connections between the companies expand through several channels. Samsung also plans to establish a data factory at its Gumi site, which is expected to help research teams deploy robots more quickly through closer cooperation with the Seoul R&D unit, a development investors may view as another step toward strengthening Samsung's position in the emerging robotics market.