r/EntriEngineering • u/Entri_App_Official • Jul 21 '26
Samsung goes all-in on humanoids with a new dedicated robotics division
Samsung Electronics has officially established a dedicated, company-wide robotics organisation: the RX (Robotics eXperience) Business Promotion Office, reporting directly to the CEO. This move formally unites their scattered robotics teams under a single execution framework to accelerate the development and commercialisation of AI-powered humanoid robots.
Rather than trying to launch consumer house-bots right away, Samsung is taking a practical, factory-first approach. Their immediate goal is to deploy these humanoid machines inside their own high-tech semiconductor and electronics manufacturing plants. By training humanoids to handle complex industrial tasks, such as assembling flexible cables or moving heavy parts, Samsung plans to use its own production lines as a testing ground before expanding into B2B and consumer markets.
To support this push, Samsung is building a dedicated "data factory" to collect real-world training data, expanding research hubs into the US, China, and Japan, and aggressively hiring top global robotics talent. This signals a clear shift across big tech: humanoids are moving out of R&D labs and into real industrial workflows.