Samsung has set up a new division called RX (Robotics eXperience) to consolidate all its robotics work, reflecting a wider push across the tech industry to develop "physical AI". The division will be led strategically by Dongkun Lee, a recent hire from Hyundai who previously oversaw that company's robotics work, including its involvement with Boston Dynamics, while Samsung chief executive TM Roh will personally oversee the unit.

RX will be based at Samsung's Seoul headquarters, but the company also plans to open robotics research hubs in the US, China and Japan to draw on local expertise. Samsung is reportedly aiming to begin manufacturing humanoid robots later this year, backed by a previously announced 19 trillion Korean won ($13 billion) investment in production facilities at its Gumi site. The move follows similar steps by rivals, including Hyundai's full acquisition of Boston Dynamics, Alphabet folding its manufacturing robotics unit into Google, and OpenAI's reported work on physical ChatGPT-related devices.