Samsung shares rose 6.76 percent after the company reinforced its robotics ambitions with a dedicated unit and a plan to begin producing humanoid robots this year. The move places robotics more firmly within Samsung’s broader effort to develop physical AI.
Physical AI refers to artificial intelligence embodied in physical devices such as robots. Samsung has not disclosed the humanoid robot’s design or a commercial launch schedule.
New Unit Brings Robotics Work Together
The company has created Robotics eXperience, or RX, as a dedicated home for its robotics projects. The unit will operate under the oversight of TM Roh, Samsung’s CEO and Head of the Device eXperience, or DX, Division.
Dongkun Lee leads RX after joining Samsung as an Executive Vice President in May 2026. His previous experience includes leading Hyundai’s robotics strategy and working on robot development at Boston Dynamics, which is part of Hyundai’s group.
RX will be based at Samsung’s facility in Seoul, South Korea. Samsung also plans robotics research centers in the United States, China, and Japan to draw on talent in those markets.
| Area | Samsung’s Plan |
|---|---|
| Robotics division | Robotics eXperience led by Dongkun Lee |
| Main base | Samsung facility in Seoul, South Korea |
| Research centers | United States, China, and Japan |
| Humanoid production | Targeted to begin this year |
Gumi Factory Plan Supports Humanoids
According to Korea JoongAng Daily, Samsung is targeting the start of humanoid robot production this year. The company previously announced plans to invest about 19 trillion won in a dedicated humanoid robot production facility in Gumi, South Korea.
The planned investment is intended to develop a manufacturing line focused specifically on human-shaped robots. It forms part of Samsung Electronics’ investment of about 60 trillion won in the Yeongnam region, which includes Gumi.
The planned facility indicates that Samsung is preparing manufacturing foundations for robot production at a larger scale. It also suggests the company is positioning robotics as more than a research project or demonstration product.
Competition in Physical AI Is Intensifying
Samsung’s strategy emerges as technology and automotive companies intensify their robotics efforts. Robots are increasingly viewed as a way for AI to operate directly in the physical world rather than only through screens and digital services.
Hyundai recently purchased all remaining shares in Boston Dynamics to strengthen its robotics business. The full acquisition underlined the importance of robotics to the South Korean automotive group’s growth strategy.
Google has also brought robotics companies previously held under Alphabet into its own organization. The consolidation reflects an effort to connect robot development more closely with a broader AI strategy.
OpenAI, meanwhile, is developing several physical devices based on ChatGPT. Kompas Tekno, citing Engadget, reported that its first product is expected to be a smart speaker.
By combining AI development, hardware, research, and manufacturing under RX, Samsung is creating a more unified path for its robotics plans. Product details remain limited, but the factory investment and production target signal a more serious push into humanoid robots.