Samsung Electronics (OTC:SSNLF) has tapped former Hyundai Motor Co. Ltd. (OTC:HYMLF) robotics executive Lee Dongkun to help turn humanoid robots and physical AI into a major growth business, placing its newly created robotics division directly under the company’s chief executive.

Former Hyundai Executive Leads Robotics Strategy

According to a Reuters report, Samsung said on Tuesday that its RX, or "Robotics eXperience," division will oversee long-term strategy, core technology development and commercialization. Lee, an executive vice president, will lead its Robotics Strategy Team after previously directing Hyundai’s robotics plans, including work involving Boston Dynamics.

The appointment gives Samsung an executive familiar with one of the humanoid industry’s most advanced players. Hyundai recently moved to take full control of Boston Dynamics, whose electric Atlas robot is expected to enter Hyundai’s Georgia manufacturing operations by 2028.

Benzinga reached out to Samsung Electronics for comment, but did not receive an immediate response.

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Samsung Expands Global Physical AI Research

Samsung will also establish robotics research hubs in the U.S., China and Japan, using local engineering talent and technology ecosystems to strengthen its global capabilities. The company said advances in "physical AI," which allows machines to perceive and act in real-world environments, are making commercial robotics increasingly viable.

The expansion follows Samsung’s growing investments in the sector. The company became Rainbow Robotics’ largest shareholder in December after investing 267 billion won, then worth about $181 million. Samsung has also backed AI robotics developer Skild AI.

Humanoid Plans Target Factories Before Consumers

Samsung said in January that it wanted "tangible" results from humanoid robotics this year. It plans to deploy humanoids first at manufacturing sites to improve productivity before expanding into homes and retail businesses. The company has separately outlined plans to convert its manufacturing network into "AI-driven factories" by 2030.

The wider market is accelerating. The International Federation of Robotics recorded 542,000 new industrial robot installations in 2024, more than double the level a decade earlier, with Asia accounting for 74% of deployments.

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