Noh Tae-moon to head new RX Office
Aimed at faster decision-making and market response
Company to consolidate robotics capabilities and technology
Samsung Electronics has created a new organization dedicated to its robotics business, consolidating robotics capabilities across the company. The move is widely seen as a strategic push to strengthen Samsung's technology leadership in robotics, which the company views as a key future growth engine alongside semiconductors and a core component of physical AI.
Samsung Electronics said July 21 that it has established the RX (Robotics eXperience) Office directly under the chief executive officer to foster robotics as a core future growth business and strengthen its next-generation competitiveness.
The RX Office will integrate robotics-related capabilities and technology that had previously been spread across the company. It will oversee the entire process, from formulating long-term robotics strategy and developing core technologies to commercialization.
The Future Robotics Task Force, established under the CEO after Samsung acquired Rainbow Robotics at the end of 2024, has also been incorporated into the RX Office.
Noh Tae-moon, head of Samsung Electronics' DX Division, will lead the RX Office. Samsung expects the new structure to accelerate decision-making, improve execution and respond more quickly to market changes, thereby speeding up technology development.
The RX Office will use Samsung's Seoul R&D Campus in Umyeon-dong as its main base, bringing robotics personnel together to strengthen collaboration while continuing to invest in offices, laboratories and other research infrastructure.
Samsung also plans to build a data factory at its Gumi campus to speed up the deployment of robots in manufacturing. Close collaboration with research teams at the Seoul R&D Campus will support advances in robot intelligence and control technologies.
To strengthen its global technology capabilities, Samsung plans to establish research bases in the United States, China and Japan, where robotics technology is advancing rapidly, enabling the company to leverage local ecosystems and recruit top talent.
Samsung has also recruited leading robotics experts. Lee Dong-geon, vice president of Samsung Electronics' Planning Team, who previously led robotics strategy at Hyundai Motor Group, including Boston Dynamics-related initiatives, has been appointed head of the Robotics Strategy Team. He will oversee the company's long-term robotics business roadmap.
Kim Hyun-jin of Seoul National University, a leading authority on intelligent autonomous robotic systems and robot control, and Kim Eui-gyeom of Ajou University, who specializes in robotic hand manipulation, are also expected to join the RX Office. Samsung plans to recruit additional experts to strengthen its robotics commercialization capabilities over the long term.
With a dedicated robotics control tower, domestic and overseas infrastructure, and key talent now in place, Samsung is expected to accelerate its robotics business. Industry observers also expect the company to pursue robotics-related mergers and acquisitions and investments in global startups.
A Samsung Electronics spokesperson said the launch of the RX Office is a follow-up step to move the company's accumulated robotics capabilities into the commercialization stage.
“Through continuous innovation and stronger technology competitiveness, we aim to create new customer value and strengthen our leadership in the global market,” the spokesperson said.
Samsung is promoting AI transformation and broader use of robotics, including humanoid robots, as key pillars of its future strategy.
At the company's annual shareholders' meeting in March, Noh said Samsung plans to first deploy humanoid robots in manufacturing lines to accumulate operational data, develop them into highly intelligent multipurpose humanoids, and eventually expand applications from the B2B market to consumer markets.
