Samsung Electronics shares jumped on Tuesday after the South Korean technology giant unveiled a dedicated robotics division, bolstering its ambition to become a major player in the rapidly emerging physical artificial intelligence market as global technology companies race to commercialize humanoid robots.
The stock rose 6.76%, outperforming South Korea’s benchmark Kospi index, which gained about 4%, as investors welcomed the company’s latest effort to diversify beyond its traditional semiconductor and consumer electronics businesses into what many analysts see as one of the next major growth frontiers in AI.
Samsung said it has established a new business unit called RX (Robotics eXperience), which will consolidate the company’s robotics operations under a single organization responsible for everything from core technology research to commercialization.
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The new division will spearhead Samsung’s mid- to long-term robotics strategy, accelerating development of AI-powered machines while integrating the company’s expertise in semiconductors, sensors, displays, batteries and software into next-generation robotic platforms.
The importance of the initiative is underscored by the decision to place the division directly under Chief Executive TM Roh, a move that signals robotics is becoming a core pillar of Samsung’s future growth strategy rather than a standalone research effort.
Betting On Physical AI
The launch comes as technology companies increasingly shift their focus from generative AI software toward physical AI, where artificial intelligence enables robots to perceive, reason, navigate and perform complex tasks autonomously in the real world. Unlike generative AI models that process text, images and code, physical AI combines advanced AI models with robotics, sensors and edge computing to create machines capable of interacting safely with people and their surroundings.
Industry leaders now see robotics as the next major wave of AI commercialization, extending artificial intelligence beyond digital assistants into factories, logistics centers, hospitals, offices and eventually homes. Nvidia Chief Executive Jensen Huang has repeatedly described robotics as the next multitrillion-dollar AI opportunity, while companies including Tesla, Figure AI, Boston Dynamics, Agility Robotics, Apptronik and numerous Chinese robotics startups are investing heavily in humanoid robots.
Samsung’s latest move places it firmly within that rapidly intensifying global race.
The new division builds on a series of investments Samsung has made over the past two years to strengthen its robotics capabilities. In late 2024, the company increased its stake in South Korean robotics specialist Rainbow Robotics, becoming the company’s largest shareholder. The acquisition gave Samsung access to advanced robotics technologies and engineering talent while providing a platform to accelerate development of humanoid and industrial robots.
Earlier this month, Roh announced plans to invest approximately 60 trillion won ($40.7 billion) in South Korea’s Yeongnam region, highlighting robotics and AI as strategic priorities. Of that amount, 19 trillion won will be invested in Gumi, in partnership with Samsung SDS, to develop physical AI infrastructure and establish manufacturing facilities dedicated to humanoid robots.
The investment is expected to support production capabilities, AI model development, robotics software, advanced sensing technologies and next-generation manufacturing systems.
Samsung also plans to establish dedicated robotics research bases in the United States, China and Japan, giving the company access to leading AI researchers, robotics engineers and innovation ecosystems while strengthening collaboration with universities, research institutes and technology partners.
Diversifying Beyond Chips and Smartphones
The robotics initiative is part of Samsung’s broader plan to reduce its dependence on its highly cyclical memory chip business, which has historically accounted for a substantial share of earnings but remains vulnerable to swings in global semiconductor demand. Although Samsung remains one of the world’s largest smartphone and memory chip manufacturers, the company has increasingly identified AI, robotics, automotive electronics, digital health and advanced semiconductor technologies as key long-term growth drivers.
The push also comes as Samsung seeks new revenue streams amid intensifying competition in smartphones and mounting pressure in AI semiconductors from rivals such as SK Hynix and Micron, both of which have strengthened their positions in high-bandwidth memory chips used to power AI systems.
Robotics offers Samsung an opportunity to leverage technologies it already dominates, including advanced processors, memory chips, image sensors, OLED displays, batteries and connectivity solutions, creating significant synergies across its existing businesses.
Industry analysts expect the global robotics market to expand rapidly over the coming decade, driven by aging populations, labor shortages, rising manufacturing automation and breakthroughs in artificial intelligence.
Humanoid robots are increasingly being tested for applications ranging from factory assembly and warehouse logistics to healthcare, hospitality and domestic assistance, with AI dramatically improving their ability to understand instructions, make decisions and adapt to changing environments.
For Samsung, creating a standalone robotics division signals a shift from investing in robotics technologies to building a commercially scalable business capable of competing in one of the technology sector’s fastest-growing markets. The strong share price reaction suggests investors view the move as a significant step that positions Samsung to capitalize on what many expect will be the next major phase of the AI revolution.